5 Reasons Why You Should Bid on Your Own Brand Terms

Estimated Reading Time 6 minutes

Bidding on your own brand terms is somewhat of a controversial topic amongst PPC’ers. Many are certain you absolutely should do it, whilst others believe that if you have a strong organic presence for your brand then there’s no need.

To be clear: when talking about brand terms, I’m talking about the brand name. Nike, Adidas, Digital Clarity, Topshop, etc. These can include variants as well as prefixes and suffixes, such as ‘Digital Clarity marketing’ or ‘Topshop jeans’ – basically any keyword that includes your brand name.

Unfortunately, there’s no right or wrong answer. While there are many factors to consider before bidding on your brand terms, it ultimately depends on your business goals and objectives.

Controversy aside, we’ve looked at five reasons why you should bid on your brand terms.

1. You can say what you want about your brand

Because you have complete control over what will appear (how Google displays it is another matter), you can choose exactly what messaging you want to use to promote your brand. You can test different wording, calls to action, utilise various different extensions, the list goes on.

2. You’ll have a greater presence on SERPs

If you’re dominating the top spot with your brand ad, as well as numerous organic listings below, you’re literally putting your brand right in front of a consumer. Paired with the knowledge panel, you can pretty much dominate the first page of search results.

Digital Clarity search results

3. Keep ahead of the competition

Your competitors could be bidding on your brand terms, right under your nose. They may not be able to include your brand name within their ad (depending on trademark and copyright laws) however there’s very little to stop them bidding on the keyword.

A great example I’ve come across a few times is within the project management software industry. Typing in ‘asana’ brings up ads for both Asana and Monday.com, which offer similar services. Monday.com have even gone as far to include Asana within their URL paths – now that is a bit controversial…

Monday.com vs Asana

4. Understand conversion attribution

It’s often argued that brand keywords tend to drive the majority of conversions, after all if someone is actively looking for your brand, they’re surely more likely to convert. There’s no denying that brand keywords can cloud overall conversion data. However, have you considered looking deeper into the journey users take before they convert? You might find that their first touch was via non-brand terms, but their last click before conversion was via a brand keyword. There any many ways to report on this and you might be surprised by the results. Not looking so cloudy now is it?

5. It’s (most likely) cheaper!

Branded terms tend to be much more cost effective than non brand keywords, due to the fact that they are less competitive – depending on what your brand name is. In the past, we’ve seen clients pay upwards of £35 per click for non brand keywords, with their brand keywords coming in much lower at less than £1 (many costing just a few pence for exact matches of specific brand names). With the possibility of such low CPC’s, why not test it for a short period? It’s more than likely that it won’t break the bank.

Conclusion

As I said at the start, there’s no right or wrong answer when it comes to bidding on your brand keywords. It comes down to what you are trying to achieve, and what your business goals and objectives are. At Digital Clarity, it’s not something that we implement across all clients, but it is something that we encourage if it’s right for the business.

For more information or to discuss how to leverage your branded digital strategy, please contact the team to learn more.

Sophie Burrows
As a Senior Digital Strategist, Sophie's role is focused around working with clients to achieve their business objectives, through a mixture of digital marketing channels. Having worked closely with clients in a variety of disciplines over the last five years, Sophie has gained an invaluable insight into what makes for a successful campaign. Applying a strategic process along with deep analytics insight has made Sophie an in-demand digital strategist.
All of us @digitalclarity, like most of the nation that can, have been working f
All of us @digitalclarity, like most of the nation that can, have been working from home .
Through this challenging time, we are all adjusting to a new way or communicating. Those video conferencing with colleagues will sympathise with this excellent post on @ladbible via @kaekurd that nails those early days .
The world still turns, business still flows, keep safe
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#wfh #workingfromhome #video #videoconference #confcall #conferencecall #conferencecalls #videoconferencing #digitalclarity

Posted 5 days ago.

All of us @digitalclarity, like most of the nation that can, have been working from home . Through this challenging time, we are all adjusting to a new way or communicating. Those video conferencing with colleagues will sympathise with this excellent post on @ladbible via @kaekurd that nails those early days . The world still turns, business still flows, keep safe . . . . #wfh #workingfromhome #video #videoconference #confcall #conferencecall #conferencecalls #videoconferencing #digitalclarity

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COVID-19 may have one of the biggest impacts on businesses and individuals in ou
COVID-19 may have one of the biggest impacts on businesses and individuals in our lifetime - even among the negativity and misinformation, the business world still turns
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At Digital Clarity, we care about you, our employees, friends, peers and clients - we want to make sure that in these uncertain times, there are some positives and ways to help your business in this extremely difficult situation. See the link in our bio
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It's going to be a rollercoaster ride, there will be ups and downs and plenty of new challenges which you may not have come up against before
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Keep safe, keep proactive and keep adapting
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Good luck and remember, we will get through this
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#digitalclarity #dontpanic #keepgoing #digitalmarketing #digitalconsultant #digitalmarketingagency #ppc #seo #digitalagency #digitalconsulting #b2b #b2bmarketing #b2bsales #winwin #ai #fintech #luxury #content #contentmarketing #keepgoing #keepcalmandcarryon

Posted 1 week ago.

COVID-19 may have one of the biggest impacts on businesses and individuals in our lifetime - even among the negativity and misinformation, the business world still turns . At Digital Clarity, we care about you, our employees, friends, peers and clients - we want to make sure that in these uncertain times, there are some positives and ways to help your business in this extremely difficult situation. See the link in our bio . It's going to be a rollercoaster ride, there will be ups and downs and plenty of new challenges which you may not have come up against before . Keep safe, keep proactive and keep adapting . Good luck and remember, we will get through this . . . . . #digitalclarity #dontpanic #keepgoing #digitalmarketing #digitalconsultant #digitalmarketingagency #ppc #seo #digitalagency #digitalconsulting #b2b #b2bmarketing #b2bsales #winwin #ai #fintech #luxury #content #contentmarketing #keepgoing #keepcalmandcarryon

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In these uncertain times, it is hard when so much is out of our control
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The qu
In these uncertain times, it is hard when so much is out of our control
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The quote from Mandy Hale reminds us that sometimes rather than trying to find answers, we must live in the question
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#uncertainty #uncertaintimes #stoicism #strength #livelife #keepgoing #nevergiveup #focus #wordsofwisdom #wordsofencouragement #covid #coronavirus #selfisolation

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In these uncertain times, it is hard when so much is out of our control . The quote from Mandy Hale reminds us that sometimes rather than trying to find answers, we must live in the question . . . . #uncertainty #uncertaintimes #stoicism #strength #livelife #keepgoing #nevergiveup #focus #wordsofwisdom #wordsofencouragement #covid #coronavirus #selfisolation

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We met some great people at Cloud Expo Europe today
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We have recently helped s
We met some great people at Cloud Expo Europe today
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We have recently helped some wonderful Tech and Software companies - become great. In many cases, increasing enterprise and b2b sales by over 42%
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Learn how we can be your competitive advantage .
Contact us now +441483 338 270 / link in bio
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We met some great people at Cloud Expo Europe today . We have recently helped some wonderful Tech and Software companies - become great. In many cases, increasing enterprise and b2b sales by over 42% . Learn how we can be your competitive advantage . Contact us now +441483 338 270 / link in bio . . . . #b2bmarketing #digitalmarketing #digitalmarketingagency #socialmedia #ppc #seo #analytics #unifiedcommunications #uc #ai #b2bsales #securitysoftware #cloudexpoeurope #googleads #fbads #instamarketing

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Great to be amongst some of the leaders in AI, Cyber Security and IOT .
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Great to be amongst some of the leaders in AI, Cyber Security and IOT .
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#cloudexpoeurope #cloudexpo #cybersecurity #ai #iot #internetofthings #digitalclarity #b2b #b2bmarketing #b2bsales #excellondon #it #cloud #cloudcomputing #cloudserver

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Great to be amongst some of the leaders in AI, Cyber Security and IOT . . . . . #cloudexpoeurope #cloudexpo #cybersecurity #ai #iot #internetofthings #digitalclarity #b2b #b2bmarketing #b2bsales #excellondon #it #cloud #cloudcomputing #cloudserver

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This International Womens Day, let's challenge stereotypes, fight bias, broaden
This International Womens Day, let's challenge stereotypes, fight bias, broaden perceptions and strive for a gender equal world.
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#eachforequal #internationalwomensday #iwd2020 #iwd

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This International Womens Day, let's challenge stereotypes, fight bias, broaden perceptions and strive for a gender equal world. . . . #eachforequal #internationalwomensday #iwd2020 #iwd

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Ahead of International Women’s Day this weekend, the team here @digitalclarity want to share “Be a lady they said”, a great depiction of the pressures put upon women daily.
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#internationalwomensday #girlpower #iwd #iwd2020 
girlsgirlsgirlsmag.com
Words: Camille Rainville
Narrator: Cynthia Nixon
Director: Paul McLean 
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Producer: Claire Rothstein

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Ahead of International Women’s Day this weekend, the team here @digitalclarity want to share “Be a lady they said”, a great depiction of the pressures put upon women daily. . . . #internationalwomensday #girlpower #iwd #iwd2020 girlsgirlsgirlsmag.com Words: Camille Rainville Narrator: Cynthia Nixon Director: Paul McLean Music: Louis Souyave Post: Mini Content Producer: Claire Rothstein

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Face reality as it is, not as it was or as you wish it to be
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Jack Welch, a leg
Face reality as it is, not as it was or as you wish it to be
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Jack Welch, a legend of American business who transformed General Electric (GE) into America's most valuable company, has died aged 84
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#rip #jackwelch #ge #neutronjack #business #leaders #generalelectric

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Face reality as it is, not as it was or as you wish it to be . Jack Welch, a legend of American business who transformed General Electric (GE) into America's most valuable company, has died aged 84 . . . . #rip #jackwelch #ge #neutronjack #business #leaders #generalelectric

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