{"id":85,"date":"2017-06-25T16:51:08","date_gmt":"2017-06-25T06:51:08","guid":{"rendered":"http:\/\/www.eclicks.com.au\/blog\/?p=85"},"modified":"2018-09-10T23:31:54","modified_gmt":"2018-09-10T13:31:54","slug":"4-reasons-to-bid-on-your-brand-keywords","status":"publish","type":"post","link":"https:\/\/eclicks.com.au\/blog\/4-reasons-to-bid-on-your-brand-keywords\/","title":{"rendered":"4 Reason To Bid On Your Brand Keywords"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">We&#8217;re often asked whether or not we should be bidding on brand terms: <strong>\u201c<\/strong><\/span><strong><em><em>Aren\u2019t they a waste of budget when we\u2019re already in the number one spot organically?<\/em><\/em><\/strong><span style=\"font-weight: 400;\"><strong>\u201d<\/strong>.<\/span><\/p>\n<p>Many campaigns we work on produce<strong><span style=\"color: #aacf37;\">\u00a0&gt;50%\u00a0<\/span><\/strong>of their conversions from branded keywords at substantially lower CPAs than generic keywords.<\/p>\n<p>Your own brand terms are usually the best converting keywords so it\u2019s important to capture as much of this branded traffic as possible. \u00a0In this article, we will attempt to prove why it is worth bidding on your own brand terms and effective ways to do so.<\/p>\n<h3>1. Increase brand reach<\/h3>\n<p>When paid search is run in conjunction with #1 organic rankings, the combined share of clicks increases overall.<\/p>\n<p>We\u2019ve conducted a number of tests around brand bidding and they show the same result <span style=\"color: #aacf37;\"><strong>99%<\/strong><\/span> of the time, here is an example of a recent test done on a single brand term.<\/p>\n<style type=\"text\/css\">\n.tg  {border-collapse:collapse;border-spacing:0;}<br \/>\n.tg td{font-family:Arial, sans-serif;font-size:14px;padding:10px 5px;border-style:solid;border-width:1px;overflow:hidden;word-break:normal;}<br \/>\n.tg th{font-family:Arial, sans-serif;font-size:14px;font-weight:normal;padding:10px 5px;border-style:solid;border-width:1px;overflow:hidden;word-break:normal;}<br \/>\n.tg .tg-baqh{text-align:center;vertical-align:top}<br \/>\n.tg .tg-1u3j{font-weight:bold;color:#aacf37;text-align:center;vertical-align:top}<br \/>\n.tg .tg-h976{font-weight:bold;background-color:#aacf37;text-align:center;vertical-align:top}<br \/>\n.tg .tg-9hbo{font-weight:bold;vertical-align:top}<br \/>\n.tg .tg-amwm{font-weight:bold;text-align:center;vertical-align:top}<br \/>\n.tg .tg-yw4l{vertical-align:top}<br \/>\n.tg .tg-mxrt{font-weight:bold;color:#fe0000;text-align:center;vertical-align:top}<br \/>\n@media screen and (max-width: 767px) {.tg {width: auto !important;}.tg col {width: auto !important;}.tg-wrap {overflow-x: auto;-webkit-overflow-scrolling: touch;}}<\/style>\n<div class=\"tg-wrap\">\n<table class=\"tg\">\n<tbody>\n<tr>\n<th class=\"tg-h976\" colspan=\"6\">CTR Without AdWords<\/th>\n<\/tr>\n<tr>\n<td class=\"tg-9hbo\">Keyword<\/td>\n<td class=\"tg-amwm\">Impressions<\/td>\n<td class=\"tg-amwm\">Clicks<\/td>\n<td class=\"tg-amwm\">Organic CTR<\/td>\n<td class=\"tg-amwm\">AdWords CTR<\/td>\n<td class=\"tg-amwm\">Combined CTR<\/td>\n<\/tr>\n<tr>\n<td class=\"tg-yw4l\">Confidential<\/td>\n<td class=\"tg-baqh\">500,000<\/td>\n<td class=\"tg-baqh\">60,000<\/td>\n<td class=\"tg-1u3j\">12%<\/td>\n<td class=\"tg-baqh\">0%<\/td>\n<td class=\"tg-mxrt\">12%<\/td>\n<\/tr>\n<tr>\n<td class=\"tg-h976\" colspan=\"6\">CTR With AdWords<\/td>\n<\/tr>\n<tr>\n<td class=\"tg-yw4l\">Confidential<\/td>\n<td class=\"tg-baqh\">500,000<\/td>\n<td class=\"tg-baqh\">90,000<\/td>\n<td class=\"tg-mxrt\">10%<\/td>\n<td class=\"tg-baqh\">8%<\/td>\n<td class=\"tg-1u3j\">18%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<p>As can be seen from the table above, when organic listings are combined with paid there is a decrease in CTR from organic traffic, however, a larger combined CTR is achieved resulting in a<span style=\"color: #aacf37;\"><strong> 58%<\/strong><\/span> better combined CTR and <strong><span style=\"color: #aacf37;\">50%<\/span><\/strong> more clicks. \u00a0Those clicks were previously going elsewhere. \u00a0When combined across all brand keywords this increase is substantial.<\/p>\n<h3><strong>2. Defend from competitors<\/strong><\/h3>\n<p>Like it or not, your competitors will likely be running conquest campaigns whereby they bid on your brand keywords in order to gain market share and hijack competitor brand terms. \u00a0It\u2019s important to defend your brand from those competitors looking to grab some of your brands market share.<\/p>\n<p>The example below shows one direct competitor (Nissan) and one broker (carsandco) bidding on the keyword <b>BMW car dealership<\/b>.<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-90\" src=\"http:\/\/www.eclicks.com.au\/blog\/wp-content\/uploads\/2017\/04\/brand-bids-adwords.jpg\" alt=\"bmw brand keywords\" width=\"620\" height=\"380\" srcset=\"https:\/\/eclicks.com.au\/blog\/wp-content\/uploads\/2017\/04\/brand-bids-adwords.jpg 620w, https:\/\/eclicks.com.au\/blog\/wp-content\/uploads\/2017\/04\/brand-bids-adwords-300x184.jpg 300w\" sizes=\"(max-width: 620px) 100vw, 620px\" \/><\/p>\n<p>Had BMW <strong>not<\/strong> been bidding on that keyword they would be losing more branded clicks and potential new business than they currently are from those bidding on their brand terms.<\/p>\n<p>The below screenshot is an example where Audi decided <b>not <\/b>to bid on the brand keyword <b>Audi A4,<\/b> as you can see a competitor (INFINITI) have taken advantage of that.<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-97\" src=\"http:\/\/www.eclicks.com.au\/blog\/wp-content\/uploads\/2017\/04\/brand-bids-adwords-audi.jpg\" alt=\"audi brand keywords\" width=\"620\" height=\"380\" srcset=\"https:\/\/eclicks.com.au\/blog\/wp-content\/uploads\/2017\/04\/brand-bids-adwords-audi.jpg 620w, https:\/\/eclicks.com.au\/blog\/wp-content\/uploads\/2017\/04\/brand-bids-adwords-audi-300x184.jpg 300w\" sizes=\"(max-width: 620px) 100vw, 620px\" \/><\/p>\n<p>&nbsp;<\/p>\n<h3>3. Increase credibility<\/h3>\n<p><span style=\"font-weight: 400;\">Studies show (<a href=\"https:\/\/research.googleblog.com\/2012\/03\/impact-of-organic-ranking-on-ad-click.html\" target=\"_blank\" rel=\"noopener noreferrer\">source<\/a>) that appearing in the number one position for both paid and organic search helps\u00a0to increase your credibility from a user perspective. \u00a0As a result, websites stand to gain up to <span style=\"color: #aacf37;\"><strong>50%<\/strong><\/span> incremental traffic.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: center;\"><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-large wp-image-98\" src=\"http:\/\/www.eclicks.com.au\/blog\/wp-content\/uploads\/2017\/04\/incremental-clicks-1024x765.jpg\" alt=\"google adwords incremental clicks\" width=\"1024\" height=\"765\" srcset=\"https:\/\/eclicks.com.au\/blog\/wp-content\/uploads\/2017\/04\/incremental-clicks-1024x765.jpg 1024w, https:\/\/eclicks.com.au\/blog\/wp-content\/uploads\/2017\/04\/incremental-clicks-300x224.jpg 300w, https:\/\/eclicks.com.au\/blog\/wp-content\/uploads\/2017\/04\/incremental-clicks-768x573.jpg 768w, https:\/\/eclicks.com.au\/blog\/wp-content\/uploads\/2017\/04\/incremental-clicks.jpg 1038w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>(<a href=\"https:\/\/research.googleblog.com\/2012\/03\/impact-of-organic-ranking-on-ad-click.html\" target=\"_blank\" rel=\"noopener noreferrer\">source<\/a>)<br \/>\n<span style=\"font-weight: 400;\"><br \/>\n<\/span><b><\/b><\/p>\n<h3>4. Rapidly update messaging<\/h3>\n<p><span style=\"font-weight: 400;\">With Google AdWords, you have near instant control of your brand messaging on search. \u00a0This is important for a number of reason, such as integrating messaging with any above the line media, a last minute promotion or even an emergency announcement.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><b>In conclusion:<br \/>\n<\/b><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">There are many advantages to bidding on brand terms to those mentioned above. At the end of the day, your brand has value, this should be utilised and protected as much as possible in order to get the most out of it. \u00a0If you don\u2019t see value in bidding on your brand keywords chances are that someone else will.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><br \/>\nIf you would like more information on whether or not you should be bidding on your brand terms or want to increase your <a href=\"http:\/\/www.eclicks.com.au\">digital performance<\/a>, please feel to <strong><a href=\"http:\/\/www.eclicks.com.au\/contact-us\">contact us<\/a><\/strong> today.<br \/>\n<\/span><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>We&#8217;re often asked whether or not we should be bidding on brand terms: \u201cAren\u2019t they a waste of budget when [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":89,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[4],"tags":[],"_links":{"self":[{"href":"https:\/\/eclicks.com.au\/blog\/wp-json\/wp\/v2\/posts\/85"}],"collection":[{"href":"https:\/\/eclicks.com.au\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/eclicks.com.au\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/eclicks.com.au\/blog\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/eclicks.com.au\/blog\/wp-json\/wp\/v2\/comments?post=85"}],"version-history":[{"count":57,"href":"https:\/\/eclicks.com.au\/blog\/wp-json\/wp\/v2\/posts\/85\/revisions"}],"predecessor-version":[{"id":217,"href":"https:\/\/eclicks.com.au\/blog\/wp-json\/wp\/v2\/posts\/85\/revisions\/217"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/eclicks.com.au\/blog\/wp-json\/wp\/v2\/media\/89"}],"wp:attachment":[{"href":"https:\/\/eclicks.com.au\/blog\/wp-json\/wp\/v2\/media?parent=85"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/eclicks.com.au\/blog\/wp-json\/wp\/v2\/categories?post=85"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/eclicks.com.au\/blog\/wp-json\/wp\/v2\/tags?post=85"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}