Why do I need to bid on my own name?

It seems like a no brainer to me, yet without fail, I often get asked this question. I typically get into a debate (albeit a friendly one) as to why an online branding campaign is nothing short of essential. The truth of the matter is that many online marketers are rather hesitant to bid on their own names, however, it is imperative to do so in order to protect your brand. The common response is: “But I am already number 1.” Even if you are ranking number 1 organically, you should still bid on your name! Here are a few facts to convince you why it is extraordinarily beneficial to do so:

• It is perfectly legitimate (and happens quite frequently) for competitors to bid on your name. The engines permit this activity, which means that a competitor can lure away your searcher without doing anything illegal; provided they do not use your actual name in the ad copy. Keep in mind: this is a customer who was initially looking for YOU! If that is not reason enough, keep reading…
• It reinforces your brand and adds credibility.
• It is relatively inexpensive. Most engines (Google, Yahoo, MSN) make it so you are likely to get the best deal on your own company and product names, which results in a lower CPC.
• It is good to cover your bases. In other words, if your organic results drop as algorithms change, you will maintain your online brand presence with your paid listing. Even a well optimized website cannot achieve top positions for every variation of the company name or brand all of the time.

Do not give a competitor the opportunity to snatch away your visitor. Be sure to bid on your name! Oh and while you’re at it, you might want to create a competitor campaign. Remember, it is perfectly acceptable to give your competition a run for their money!