Why is it worth running search ads on brand keywords?
Many companies ask whether it makes sense to pay for advertising on their own brand (branded) keywords. After all, if customers are already searching for your brand, they will find you through organic results, right? Although this may sound logical, launching search ads on your own branded keywords gives you a key advantage: control over brand safety and maximization of conversions.
Master the Search Engine Results Page (SERP)
One of the biggest advantages is securing a dominant position in search results. Even if your page organically appears in the first position, competitors can target your brand keywords and place their ad above your organic link. Paid advertising on your brand keyword will always take precedence, and your competition will never surpass you, allowing you to maintain the highest visibility and prevent competitors from stealing your traffic. By using extensions, you can extend and utilize the maximum offered space.
Control over Messaging and Personalization
You don't have firm control over organic results, because even if you have structured content on your website, Google can adjust the texts in the title and description. With brand ads, however, you can tailor your message with current promotions, key benefits, and calls to action (CTA) that increase user engagement. Your texts will appear as you enter them. The ad also directs you to specific landing pages that you choose.
Higher Click-Through Rate (CTR) and Lower Cost Per Click (CPC)
Brand keywords have a higher click-through rate (CTR) and lower cost per click (CPC) than general or competitive keywords. Why? Users searching for your brand already know you and have a high interest in purchasing. This means lower advertising costs and higher campaign efficiency. Moreover, if you are in an auction for your brand keyword with your competition, it is highly likely that you will have it significantly cheaper than the competition.
Protection from Competition
If competitors target your brand, their ads can outrank your organic result in the search engine and divert potential customers to themselves. By launching your own brand ads, you push competitors lower and ensure that customers end up on your site, not the competition's.
Small Investment with Big Benefits
Investing in search ads on brand keywords is not just about visibility – it's about controlling how your brand appears in the search engine, increasing conversions, and protecting against competition. In a competitive online environment, own brand advertising is a necessity, not just an add-on.
Are you running ads on your brand keywords? If not, what's stopping you?
