Monday, September 15, 2014

5 Questions to Consider When Thinking About Bidding on Brand Terms

The practice of bidding on your own brand terms is a topic that has two divided camps among search marketers. Bidding on your brand terms can provide a lot of benefits - they tend to have a higher click-through rate (CTR), and they help promote your brand alongside the organic results. But bidding on your brand can be costly if you have a lot of competition that is bidding on those same terms. So is bidding on your brand always the best strategy?
Below are five key things to think about when determining your strategy for bidding on your brand terms, and some insights on each:
1. I have a strong brand presence organically; do I need to have my brand show in the paid results as well?
This is a very common question marketers ask -should I spend dollars on search when I am showing up in the top positions organically? If you have a strong dominant brand presence with little to no competition and a strong customer base, bidding on your brand isn't necessarily going to provide a tremendous amount of benefit. This tends to be more the exception than the rule for most companies, however. Target, for example, does not bid on its brand term - because it doesn't need to.
Most of us, however, are not Target. If your brand terms show up well in the organic results, bidding on your brand term can provide the "1-2" effect. Showing up in the paid and organic search results communicates to the potential customer that you are relevant. And helps your brand to "own" the search results page.

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