With competition for space in the search results as fierce as ever, it’s imperative that you really focus your keyword strategy on the terms that work best for your business. In addition to leveraging optimization techniques to determine which product and service keywords are most effective for your search advertising campaign, you need to make sure you’re including brand or business name keywords in your advertising mix to drive even better results.
Bidding on Brand Terms Means More Clicks in Search Results
Bidding on branded terms is not only critical to your search advertising strategy, but research shows it can lift your SEO efforts as well. And, according to recent research from Bing Ads, bidding on your brand terms helps you be both offensive and defensive with your advertising strategy because it can improve all your search engine results, including organic traffic. In addition, bidding on your own brand keywords prevents traffic from going to competitors who may also be bidding on your business name.
The study showed that:
- Clicks increased by 31% when a brand ad was present on the search results page in addition to an organic link
- Competitors received 30% fewer clicks when a business’ brand ad was present in the search results
See more data from Bing’s study in this slideshare:
Using Branded Keywords in Your Search Advertising
It’s important not just to bid on your own brand terms, but to also include common misspellings and variations in your search advertising keyword list. This can help ensure you are reaching consumers who are looking specifically for your business and are more likely to click on your paid ad or organic search result.
Get More Search Advertising Tips
For additional best practices on selecting more great keywords and setting up a successful search advertising campaign, get your free copy of our ebook Search that Works: The Essential Guide to Local Search Advertising.