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
With over 5 years’ experience, Sophie is fast becoming a recognised paid search (PPC) specialist in both Google Ads and Bing Ads. With numerous qualifications in Digital Marketing and Planning under her belt, Sophie is in demand as a pragmatic problem solver and can show immense return on investment (ROI) where others could not. Sophie’s skills lie in understanding a brief and delivering exceptional results for her clients. A true digital maven.
Digital Clarity have been shortlisted for the prestigious UK Search Awards  in t
Digital Clarity have been shortlisted for the prestigious UK Search Awards  in the ‘Best Use of Search in B2B’
.
The UK Search Awards are recognised across the digital marketing industry and the judging is a robust, credible and transparent two-step process, involving pre-scoring and a judging session where the panel discusses each entry in detail .
We are delighted to be recognised in the competitive landscape of B2B Marketing especially amongst our peers that include leading search and digital agencies from across the UK and the globe who are delivering work for the UK market
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#digitalclarity #digitalagency #digitalmarketing #uksearchawards #uksearchawards2019 #ppc #seo #b2b #softwaresales #propertymarketing #luxurymarketing #guildford #surrey #socialmediamarketing #topseo

Posted 3 days ago.

Digital Clarity have been shortlisted for the prestigious UK Search Awards in the ‘Best Use of Search in B2B’ . The UK Search Awards are recognised across the digital marketing industry and the judging is a robust, credible and transparent two-step process, involving pre-scoring and a judging session where the panel discusses each entry in detail . We are delighted to be recognised in the competitive landscape of B2B Marketing especially amongst our peers that include leading search and digital agencies from across the UK and the globe who are delivering work for the UK market . . . #digitalclarity #digitalagency #digitalmarketing #uksearchawards #uksearchawards2019 #ppc #seo #b2b #softwaresales #propertymarketing #luxurymarketing #guildford #surrey #socialmediamarketing #topseo

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Some of the DC team visiting Decorex today at Olympia, London .
Decorex is the i
Some of the DC team visiting Decorex today at Olympia, London .
Decorex is the international interior design show featuring exceptional furniture, fabric, lighting and craft
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#interiordesign #furnituredesign #lighting #lightdesign #kitchendesign #bathroomdesign #wardrobes #decorex #decorex2019 #digitalmarketing #digitalagency #guildford #olympia

Posted 1 week ago.

Some of the DC team visiting Decorex today at Olympia, London . Decorex is the international interior design show featuring exceptional furniture, fabric, lighting and craft . . . #interiordesign #furnituredesign #lighting #lightdesign #kitchendesign #bathroomdesign #wardrobes #decorex #decorex2019 #digitalmarketing #digitalagency #guildford #olympia

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There's everything to be said for being nimble, but rushing for the sake of proc
There's everything to be said for being nimble, but rushing for the sake of proclaiming agility is foolhardy
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Be measured
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The time spent thinking through all possible scenarios and consequences is well spent
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whether it's considering a difficult conversation . or a new pitch to a prospective client
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#shakespeare #shakespearequotes #friday #businessquotes #business #wordsofwisdom #successquotes #stoicism #meditations #midfulness #digitalclarity #romeoandjuliet

Posted 1 week ago.

There's everything to be said for being nimble, but rushing for the sake of proclaiming agility is foolhardy . Be measured . The time spent thinking through all possible scenarios and consequences is well spent . whether it's considering a difficult conversation . or a new pitch to a prospective client . . . #shakespeare #shakespearequotes #friday #businessquotes #business #wordsofwisdom #successquotes #stoicism #meditations #midfulness #digitalclarity #romeoandjuliet

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A Banksy artwork depicting MPs in the House of Commons as chimpanzees has been s
A Banksy artwork depicting MPs in the House of Commons as chimpanzees has been sold for almost £9.9 million, in what organisers say is a record for the street artist
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Devolved Parliament, which is four meters wide, was first unveiled as part of the Bristol artist's exhibition Banksy vs Bristol Museum in 2009
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It went under the hammer at Sotheby's in London on Thursday and after 13 minutes of bidding, sold for £9,879,500. It had a guide price of between £1.5-2 million
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#banksy #art #artistsoninstagram #artist #contemporaryart #satire #artinvestment #artinvestor #sothebys #sothebysonline #artexhibition

Posted 1 week ago.

A Banksy artwork depicting MPs in the House of Commons as chimpanzees has been sold for almost £9.9 million, in what organisers say is a record for the street artist . Devolved Parliament, which is four meters wide, was first unveiled as part of the Bristol artist's exhibition Banksy vs Bristol Museum in 2009 . It went under the hammer at Sotheby's in London on Thursday and after 13 minutes of bidding, sold for £9,879,500. It had a guide price of between £1.5-2 million . . . #banksy #art #artistsoninstagram #artist #contemporaryart #satire #artinvestment #artinvestor #sothebys #sothebysonline #artexhibition

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Happy 21st Birthday Google 🎂 Google is the world's most visited website - it'
Happy 21st Birthday Google 🎂 Google is the world's most visited website - it's even one of the most-searched terms on Bing.
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As a Google Premier Partner, we have been delighted to have been on this journey. .
Want to learn more about the Google eco-system and how you can benefit your business? .
Call +441483 388 270 | Email: info@digital-clarity.com | @digitalclarity
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#google #googleads #ppc #seo #ppcagency #seoagency #ppcexperts #digitalmarketing #digitalagency #digitalmarketingagency #socialmediamarketing #facebookads #guildford #surrey #london #hants #berks #bucks

Posted 2 weeks ago.

Happy 21st Birthday Google 🎂 Google is the world's most visited website - it's even one of the most-searched terms on Bing. . As a Google Premier Partner, we have been delighted to have been on this journey. . Want to learn more about the Google eco-system and how you can benefit your business? . Call +441483 388 270 | Email: info@digital-clarity.com | @digitalclarity . . . #google #googleads #ppc #seo #ppcagency #seoagency #ppcexperts #digitalmarketing #digitalagency #digitalmarketingagency #socialmediamarketing #facebookads #guildford #surrey #london #hants #berks #bucks

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Success is a series of small wins. If you get one percent better each day for on
Success is a series of small wins. If you get one percent better each day for one year, you'll end up thirty-seven times better by the time you're done.
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#suntzu #suntzuartofwar #succes #successquotes #digitalagency #digitalclarity #digitalmarketing #content #mondaymotivation #winning #strategy #digitalexperts #motivation #businessquotes #growthmindset

Posted 1 month ago.

Success is a series of small wins. If you get one percent better each day for one year, you'll end up thirty-seven times better by the time you're done. . . . #suntzu #suntzuartofwar #succes #successquotes #digitalagency #digitalclarity #digitalmarketing #content #mondaymotivation #winning #strategy #digitalexperts #motivation #businessquotes #growthmindset

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It’s that time of year! Sunny Brighton and BrightonSEO #brightonseo #seo #digi
It’s that time of year! Sunny Brighton and BrightonSEO #brightonseo #seo #digitalmarketing

Posted 1 month ago.

It’s that time of year! Sunny Brighton and BrightonSEO #brightonseo #seo #digitalmarketing

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Great meeting our team at Google HQ - what a view! .
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#google #googleuk #goog
Great meeting our team at Google HQ - what a view! .
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#google #googleuk #googlelondon #ppc #seo #googleads #digitalagency #digitamarketingagency #analaytics #digitalmarketing #guildford #socialmediamarketing #socialmedia #marketingdigital

Posted 1 month ago.

Great meeting our team at Google HQ - what a view! . . . #google #googleuk #googlelondon #ppc #seo #googleads #digitalagency #digitamarketingagency #analaytics #digitalmarketing #guildford #socialmediamarketing #socialmedia #marketingdigital

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