The Importance of Brand Keywords

Do You Bid on Yours?

Do you use paid search as one of your main forms of online advertising? If so, do you bid on your brand as a keyword? You may think that it’s a waste of money, considering that your brand has a good chance of showing up at the top of search results when a user searches for it.

Such thinking is understandable, but there are some factors, which may not have occurred to you, and may lead you to change your mind. Merinda Peppard with Efficient Frontier has a great blog post up detailing seven reasons why it can be of great benefit to bid on brand terms. The seven reasons are:

1. Affiliates
2. Google’s broad match
3. Time sensitive promotions
4. Competitors
5. PR
6. Universal Search
7. CTR

I’m not going to rehash Peppard’s entire post, but you probably get the gist. You should read the post if this is a concern for you.

Essentially, you don’t want others to appear in the top paid results when it could be you. It’s something to think about. The great thing about paid search is that you have more control over what appears there, as opposed to natural listings (although with good SEO practices, you have a better shot at controlling that to some extent too).

There are 3 Comments. Add Yours.
  1. I never really pay attention to the paid results myself, but I am sure other people do so it could be a good idea to come up in the listing for your Brand.

  2. Very interesting concept, I do see a few companies which bid on my brand name but I just do see what they could be getting out of it, we don’t sell handbags or anything like that but if they want to waste money pretending to be our company then more power to them. I do see how this can be helpful if you are in a market which targets alot of traffic or a hot product. Anyway nice read and thanks for the tip.

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