Bidding on brands is a topic of debate for which there are two opinions among PPC experts. The primary concern everyone has is "Why spending money by bidding on brand search terms when the brand is already there in organic search. With PPC and sales, it is possible to get organic listings for free then what is the need for brand bidding? However, there are valid reasons for why you should bid on brands.
Accurate Brand Presentation
A brand owner knows the brands well than anyone else. When your bid on your brand, it is possible to present the brand in the right way in ads. If you leave brand bidding to partners or affiliates, there are chances for brand interpretation. The major problem that can happen is the category mismatches. If your affiliates put up the advertisements for irrelevant keywords, it will affect the brand adversely.
For promotion of offers
PPC brand campaign is associated with fast results. It helps you to promote a new product or offer quickly to your customers. It becomes much more important if you want to promote a special offer that has a time limit. If you are planning to give a festive offer that has duration of 2 days, PPC is the best way to bring in traffic as it will work quickly. Take advantage of your brand campaigns and change ad copy regularly so that you can keep customers interests stimulated all the time.
Increase brand visibility
By combining both PPC and SEO, it is possible to increase your presence by showing the brand two times in Serps. As customers get to see you twice in search results, your visibility increases. When your brand dominates the search results for branded keywords in both paid and organic search, it increases the brand's credibility as well.
Brand terms are powerful
Brands go after cheap keywords that have search volume when they can use a brand keyword which is profoundly powerful. Instead of bidding on a company name, you can bid on special services or even URL. Those keywords are not costly, and they are also capable of getting you some high click-through rates and scores.
High conversion rates
When you consider the average cost per click, for branded keywords, it is lower than for generic keywords. People who search for branded terms are already familiar with your business and what you do. They are looking for something which you have to offer, and most likely you will get a conversion there. So there is an increased chance of high click-through rates whenever you showcase brand terms in ads.
Bidding on your brand keywords in PPC has a significant impact on the overall performance of your business. It increases the visibility and credibility of your brand and helps you to communicate specific messages to your customers in a cost-effective manner.