To bid or not to bid, that is the question…
If I had a dollar for every client who objected to, or at least questioned the reason for bidding on brand keywords, I would be one rich woman! As of late, I’ve had this conversation with a variety of clients. The main argument of course is, “why should I pay to show on my branded terms when I rank first organically?” There are many reasons why you should be in the top paid slot on the SERPs for brand searches, however today I’m going to focus on the most important one.
The Google Display Network (GDN) has a growing list of ways to reach potential customers. To do so, we can target audiences (in-market audiences, affinity audiences, demographics, etc.) or content (topics, keywords, etc.). To take that a step further, we can layer different types of targeting to truly pinpoint a subset of users or we can simply observe how different types of people interact with our ads. This is where the very important distinction between targeting settings come into play.
Did you know that the average person can type between 38-40 words per minute, but can speak 110-150 words per minute? It’s 3.75x faster to talk than it is to type. In a world where we are all moving faster than ever, it’s not a surprise that voice search has really begun to grow in use. According to Google (as of May 2016), 20% of Google app searches are now by voice and Bing estimates that by 2020 50% of all search will be by either voice or image.