Many businesses don’t feel investing in a search ad for their brand is worth the investment because they see themselves already ranking high organically and feel it would be waste of money when they can get those clicks free. But that’s the wrong thinking! Brand search ads bring additional conversions you’re not currently getting at the lowest cost and highest quality! So you should start every marketing campaign with a brand search ad and then build off that. If you have a small budget, you should literally only run brand ads! It’s the biggest no brainer in the history of the world and here’s 5 reasons why.
1) Improves Your Organic Ranking (Proven Fact)
Having a paid ad at the top of your organic search results has been proven to show that it will drive 89% incremental traffic and improve lead conversion. Study Here .When you add a Brand campaign to your overall strategy you get more conversions, for example when we run Brand campaigns for ourselves (Marketing 360) “last 180 Days” we see a 92% increase in conversion rate over organic branded keywords and 57% increase over direct search conversion rates. The staple of any campaign build should be built upon a brand strategy first.
2) You Control Your Brand Voice
The search engines don’t always put forth or represent your Brand Voice in the best light. Running a Brand campaign you get to control your Brand messaging, to include offers, promotions, and more. This is much more powerful way to dominate top of page and is the same strategy that some of the Top Companies in the US deploy for their SEM campaigns. Companies like Apple, Microsoft, Amazon, Coca-Cola, Walt Disney, Chickfila, and Marketing 360 all run Branded campaigns delivering great results. These large brands are not deciding to run Brand ads because they have enough money to do it. I would argue this is where they see the best ROI on there SEM strategy just like us. So this becomes one of their most profitable campaigns just like us from a customer acquisition strategy. It is not an after thought type strategy but the corner stone of an initial campaign build that everything should build off of that is why it is important.
3) Dominate The SERPS for all Queries
You will not get total coverage on the SERPs for all the different queries as it relates to your brand. Just trying to rank organically is not enough. Running a Brand campaign with different match types will not only give you this additional coverage it will also help you discover keywords that could be used in expanding your campaign strategy. For example our Brand term has over 3,900 different search queries compared to the actual organic ranking of only 155 branded terms. In discovering these terms we were able to drive more conversions and develop out these keyword concepts getting an additional 95% Impression share coverage for these terms. Essentially, we cast a MUCH bigger fishing net!
4) Instantly Drive Conversions generating a better ROI (Deliver results faster)
The additional coverage that you gain in traffic not only drives better leads at a better cost it will also help improve the overall ROI and the quality scores of your campaign. This is important is it helps increase the health of the campaign holistically. We are seeing conversion rates on brand range from 10%-30% and for call campaigns upwards of 50%, while organic brand conversions are ~7%.
(Used example of website design and moving up the phone number to get more leads/conversions/sales vs leaving it only at the bottom, but decide not to do that because you already have a phone number on the page and don’t want to pay for extra phone minutes. It’s crazy thinking!)
5) Keep Your Competitors From Stealing Your Clients
The goal is to grab as much real estate as possible on page-1 for all search terms that influence the conversions for your product and service. This is known fact that is why competitor campaigns exist to try and interrupt this cycle of conversions you have built. Running a Brand campaign will ensure you get better protection from competitors looking to gain an advantage. Not being there for all search queries leaves your online presence vulnerable to the competition.
Research:
Marketing Mojo – https://m360.us/d39e1
Search Engine Journal – https://m360.us/ffd06
Forbes – https://m360.us/fd3b
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