Posted by Steve Parker, Jr. (@sparkerjr)
We often hear the questions from clients, “Why buy our own brand terms?” To them, it seems like a waste of money. But in actuality, brand terms are often more inexpensive than other keywords (sometimes even one-tenth the price) and pay off in a big way.
Our Levelwing Senior Search Strategist, Cooper Long, puts it this way: “If you want to be top of mind when someone’s higher in the purchase funnel comparing products and brands, why wouldn’t you want to be on the top of the page when they’ve decided to buy your product/service and look for you by name?”
I couldn’t have said it better myself. We usually describe paid + organic listings as “real estate”; the more you take up, the more business you’re bound to get. Especially in the case of retail, it’s essential that you are covered up on your brand terms because if you’re not, it’s possible that you are giving business away to other brands.
According to a recent study, however, many brands remained unconvinced of search’s power in branding campaigns. If your brand is currently not running paid search for its campaigns, it might be time to reevaluate. After all, it’s where the bulk of Internet users go to find information:
What stumbling blocks have you run into regarding your paid search branding efforts? Let us know in the comments.