At Blue Corona, we always emphasize increasing the amount of non-branded search engine traffic (whether it’s through pay per click (PPC) or search engine optimization (SEO)) to your website. Non-branded search visits refer to people searching for keywords related to your business—the services you provide or the products you sell—that don’t include your company name.
Driving more non-branded search traffic to your site is exactly like filling your sales funnel with new prospects—people interested or looking for a company like yours, but who did not already know you by name prior to their visit.
With this is mind, our clients are always surprised when we recommend they bid on their brand name as part of their overall PPC strategy. If the main goal of search engine marketing (SEM) is to attract non-branded search engine traffic, why should you bid on your brand name in PPC (pay per click) advertising?
Maximizing Your Online Real Estate
Bidding on your brand name will increase the number of times your website shows up on the front page of search results:
The more positions your brand occupies on the first page, the fewer positions your competitors are able to occupy. We call this maximizing your online real estate.
If you want to get more leads and sales from the Web, you need to build, develop, and maintain as much online real estate as possible (or as much as necessary to accomplish your goals). A branded PPC campaign is a cost effective way to do this.
In general, the cost-per-click for branded terms is also a lot lower than for non-branded terms. According to Google,
“The cost-per-click (CPC) is the amount you earn each time a user clicks on your ad. The CPC for any ad is determined by the advertiser; some advertisers may be willing to pay more per click than others, depending on what they’re advertising.”
Depending on your industry, non-branded terms are likely to have a more competitive auction because they have a higher search volume. For example, insurance companies and law firms can often expect to pay between $30-60 per click for certain non-branded keywords!
Branded terms—on the other hand, particularly for the small-to-medium sized home service businesses we predominately serve—typically represent a smaller search volume and therefore have a much lower CPC.
Prevent Competitors from Stealing Your Branded Traffic
It’s common practice for your competitors to bid on your brand name. This allows their website to show up even when searchers are specifically looking for your brand. Look what happens when I search for HubSpot:
All of the ads highlighted in yellow represent competitors who have bid on HubSpot’s branded name. By having the number one paid listing and the number one organic listing, HubSpot reduces the likelihood of one of its competitors stealing its branded search traffic.
Want to Set Up a Branded PPC Campaign?
When you’re ready to set up a branded PPC campaign, or want help with your paid search strategy in general, Blue Corona is ready to help. When you contact Blue Corona for PPC services, we can help you:
Figure out how much you can afford to pay per click
Give us a call if you’re interested in learning more about our PPC services.
About The Author: Lexie serves as Blue Corona's Content Marketing Manager. She's also the author of our soon-to-be famous, and someday to be written white paper, "Horse Hat SEO: Giddy-Up Your Google Rankings."
View more blogs by Lexie Bond
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