I can no longer even count how many times a new client has asked me why they should pay to be in the sponsored listings on a keyword that they show up for organically. They are even harder to budget when it comes to bidding on their own brand names!
The truth is in the numbers. A recent study by Enquiro supports what I have been telling companies since the start; it pays to be present in both Organic and Paid search results. The study shows that this deadly combination results in lifts in brand affinity, brand recall, and most importantly, intent to purchase! Clients and prospects have come to the point where they almost expect you to show up in both sections of search results. Another thing that is important to keep in mind is that, whether you like it or not, your competition is out their bidding on your name as well.
One of my clients has a branding campaign that managed to pull in a 500% Gross Return last month alone. We use keywords, including their company name, trademarked products, common misspellings, and their full domain. So when you are building or optimizing your next search engine marketing campaign, don’t steer clear of these obvious choices. The reinforcement that you are providing to your potential customer can result in quite a pay day for you!
Many advertisers dislike the idea of paying for their company name due to the fact that they already receive good natural positions in the search engine result pages (SERP’s). However, we recommend implementing a branding campaign within our Search Engine Marketing (SEM) programs. And here are the reasons why:
The American Marketing Association (AMA) defines a brand as a “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.” Therefore it makes sense to understand that branding is about getting your prospects to have you in mind as the first choice when providing a solution to their problem. A strong brand is priceless as the battle for loyal customers intensifies every day. People without a brand need to concentrate their resources in finding new customers. At the end of the day, it is all about trust. People buy with confidence from those brands they trust.