The Benefits of Bidding on Brand Terms in Google Ads

In the world of digital advertising, there is an ongoing debate about whether or not it is necessary to spend money on brand ads, specifically bidding on your own brand terms in search results. While opinions may vary, there are several compelling reasons why investing in brand campaigns can be highly advantageous. In this blog post, we will explore the benefits of bidding on brand terms in Google Ads and why it should be an integral part of your advertising strategy.

Protecting Valuable Traffic: By bidding on your own brand terms, you safeguard your most valuable traffic from being poached by competitors. When relying solely on organic search results, there is a risk that competitors may appear at the top, potentially diverting potential customers away from your brand. With brand campaigns, you ensure that your brand is prominently displayed, reducing the likelihood of losing valuable traffic to competitors.

Costing Competitors Money: Bidding on your brand terms also has the advantage of driving up costs for competitors who may be bidding on your brand. As the most relevant result for your brand search, you have the power to set the price in the auction-based cost for your branded terms. This means that if competitors want to compete for your brand keywords, they will likely have to pay higher prices, ultimately draining their advertising budget.

Improved Data for Campaign Optimization: Running brand campaigns provides valuable data to Google, giving the algorithm a better understanding of your top conversion paths. By converting customers through brand campaigns, you contribute to a more accurate representation of your brand's performance. This, in turn, helps Google optimize your campaigns more effectively, leading to improved overall performance and higher conversion rates.

Controlling the Story: In organic search results, you have limited control over what appears. By investing in brand campaigns, you gain the ability to shape and control the narrative surrounding your brand. Through targeted messages and tailored landing pages, you can guide prospects to the most relevant and compelling content based on their position in the sales funnel. This level of control ensures a consistent brand experience and maximizes the chances of conversion.

Cost-Effectiveness: Contrary to common assumptions, bidding on brand terms doesn't have to be an expensive endeavor. By keeping bids low, you can achieve significant impact while maintaining a modest budget. Since brand terms tend to have high click-through rates and strong relevance, even a small investment can yield substantial returns by capturing highly motivated users searching specifically for your brand.

Our take: 

While the debate about bidding on brand terms in Google Ads continues, the benefits outlined in this blog post highlight the advantages of incorporating brand campaigns into your advertising strategy. From protecting valuable traffic and costing competitors money to providing better data for campaign optimization and controlling the brand narrative, bidding on brand terms can be a powerful tool for maximizing your online presence and driving conversions. So, if you have been on the fence about  investing in brand campaigns, it may be time to test the approach and unlock the potential benefits they offer.


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