One of the most important techniques that is essential when creating a pay-per-click strategy, is ensuring that you purchase keywords directly related to your brand name when using Google AdWords or Bing Ads. A lot of people often skip this step because they believe that it is not necessary. Someone without any knowledge in this field might assume that if a person searches for a company or website it is not essential to purchase your brands keywords since people are already directly searching for you. They take it as wasting money on people that are most likely already going to click on your site. I will give some top reasons on why purchasing your brand name should always be the first thing that you do when you create a search engine marketing strategy.
1. Protecting your brand name. This is the most important reason to purchase your brand names keywords. Since the keywords are going to be very specific and matching your brand name, Google or Bing will give you a high quality score because your ads are so relevant to when the person is searching for your brand name. When you have a high quality score the cost for each click becomes cheaper and cheaper. So purchasing your brand name will always be cheaper than more generic keywords. If you are not purchasing your brand name in these campaigns it allows other advertisers to purchase your brand name as a keyword at a much lower cost since you are not purchasing it. This is due to low amount of competition on those keywords. This allows your competition to potentially steal traffic from your website. Do you want someone advertising their brand when they were searching for you? I don't think many people do.
2. More real estate. Another excellent reason to purchase your brand name keywords means that when someone searches for you they will see multiple links to your website which gives you an even larger portion of the Google, Bing, or Yahoo search listings real estate, creating an even higher probability that they will click on one of your ads, or organic listing. Giving you more traffic than the competition that is buying your brand name as well.
3. Custom ad copy. When you make an ad you can put what ever content into the ad that you want, as long as it follows advertising policies that is, this gives you the opportunity to advertise something that someone might not see when they just see your organic listing. For example, your company just came out with a new product and you want people to know about it, you can easily updated your ad copy and the ads will start showing within a few minutes. Organic listings change at a much slower pace because they search engines generally use bots to crawl your website and they populate the content of the organic listing with what ever they believe is the most relevant.
4. Custom sitelinks. When someone sees your organic listing as the top search on Google, most likely Google will ad multiple site links that a user can click on. You have no control on which sitelinks Google shows. When you create an ad however, you can pick any page you want to create a sitelinks. This gives you potential to link to a new product, or your directions page, to ensure that a user goes to the pages that you most want them to visit.
I believe that these are some of the most important reasons to bid on your brand name when you create a digital marketing strategy. Doing this is usually going to cost you a very small portion of your budget, so you do not have to worry about this breaking the bank and it gives you so many possibilities to ensure as many clicks as possible and to show people anything you would like.