Should you bid on your company name or brand name on Google AdWords? I am asked this same question all the time from many of our clients and it's a logical question that I'm glad to answer. The short answer is yes, I strongly recommend bidding on your brand name in Google AdWords for several reasons:
1. You will be able to control more space on the screen and more importantly, space that is above the fold. Even if you rank number one for your brand name, having a sponsored pay-per-click listing above it ensures that anyone searching for you has to scroll a lot further to find someone who isn't you. Getting your name to dominate like this should mean that you're not just paying for clicks that would have been free; you're actually increasing the number of clicks overall. This is especially important for ecommerce websites for well-known brands since their products are available on other major retail websites such as Amazon, Walmart and Target who all rank very highly in the organic rankings.
2. Your competitors can bid on your brand name anytime. If your company was not bidding on your brand name, those clicks and potential sales would go to the other major competitors that I listed above along with smaller direct competitors trying to take advantage of your brand name for pennies on the dollar.
3. It's extremely cheap. Often less than a dime or even a nickel per click. Meaning you could get 1,000 highly targeted clicks a month for $50.
4. You can gain invaluable insights for keyword research. It's impossible to predict every single different misspelling or variation of a brand name related keyword phrase that users search for, so by bidding on the company name we can look at the data to see all of the keywords the ad was displayed for and make changes as necessary.
5. It gives you more control over your message. With organic search results, Google usually picks up your meta description or the first bit of text on your page – but not always. With pay-per-click ads, you get to craft a bit of copy specially designed to increase click-through rates. Also, with pay-per-click ads, you have the flexibility of constantly testing new ad copy and seasonal promotions without worrying about losing your organic rankings.
These are just five reasons why I strongly recommend bidding on your company name in Google AdWords. This post was highly influenced by this article about 10 reasons why it's a good idea to bid on your brand in Google AdWords so I encourage you to check it out if you're still not convinced!
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