The Search Engine Advertising Secret Weapon: Bidding on your Business Name

Bidding on your Business Name

If you’re currently doing search engine advertising, it’s because you already know that consumers are searching for your type of business online. But you may not know that many are also searching for your specific brand or business name to research your business reputation or just to find your contact information. It might seem counterintuitive to pay money for something that’s “yours,” but bidding on your business name can positively impact your search engine advertising results, improve your online reputation, and keep competitors from stealing your leads. Here’s why it’s a powerful weapon that every local business should have in their search engine advertising arsenal:

Own the Results Page

Bidding on your business name gives you more prime real estate on the search engine results page. It’s important to appear in as many instances on the results page as possible to give consumers more ways to find your website. You should also bid on variations or misspellings of your name; even large companies like Wal-Mart and Travelocity are prone to frequent misspellings. Consumers also misspell common terms such as “jewelry” and “plumbing”, so including misspelled terms can also help you capture more consumers who are looking for your business.

Rank High – for a Low Cost

Your business name keyword(s) are relatively inexpensive. Category keywords like “Dallas burgers” are highly competitive, which makes those keywords more costly for you. But not all the businesses that are bidding on “Dallas burgers” are also bidding on “Ally Burgers,” which makes your business name keyword more affordable. And for you, that means better placement at a lower price.

Build a Positive Image

It’s true – sometimes negative comments and reviews appear in the organic listings when someone searches for your business name. Focusing on your business name keywords helps counteract that negative content and promotes a positive reputation for your business by enabling you to have more favorable content on the results page when your name is searched.

Control What People See

It takes a great deal of time and effort to impact what content appears for your business name in the organic search listings – and yet there’s never a guarantee your efforts will change anything. But don’t forget about the other types of content you can control with a search engine advertising campaign, like a text ad that entices clicks to your site by introducing a new product or a special offer, along with a custom landing page for that offer that can help you convert more consumers into leads.

Edge Out the Competition

If the rest of the reasons to bid on your business name keywords aren’t compelling enough, this one should convince you: your competitors are doing it! Why? They know that when consumers search for your business, they have an opportunity to capture those potential leads. (You can follow these tips to determine if competitors are purposely bidding on your name.) So what can you do about it? Bidding on your business name makes it that much more difficult for competitors to appear in the search results when someone searches for you. Remember: no competitor is more relevant to your business name than you are.

What are your reasons for bidding on your business name keywords? Have any other search engine advertising secret weapons? Share them with us in the comments!


Tamara Weintraub

Tamara is a content marketing manager at ReachLocal with over 7 years experience in B2B marketing and has a nerd-level affinity for software and technology. She specializes in helping local businesses succeed online, writing and learning about Google, search advertising, SEO, and social media marketing. When she's not writing about online marketing, you can find her watching cult TV and hanging out with her Doberman.

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