One of the questions we get asked the most is why should I spend money on branded search terms if I’m already ranking #1 in organic search results?
When you bid on branded terms you will get:
- Cheap traffic
- Incremental growth
- And higher click-through rate overall
When your paid and organic listings appear on the same search result page, users place more trust in your site and will be more inclined to click on your ad. They will see you as an established presence in your market and this boost in credibility will also make them more likely to convert.
Bidding on branded terms will help you dominate the search engine space.
Watch What Your Competitors Are Doing
Check where your organic ads are showing up. You might have dozens of competitors bidding on your branded terms (through Search) and dominating the “premium ad space” at the top of the page while pushing your organic listing further down. If you aren’t the first organic listing, then your ad will get a low percentage of clicks.
Watch out for sketchy dealerships pretending to be you. If your dealer’s name is not a registered trademark, others may be using it in their ad copy. This will confuse potential clients who might click on the competitor’s ad thinking it’s yours.
If you’re investing in TV, radio or newspaper ads, you don’t want competitors stealing your online traffic either. After a user has seen your TV ad, read the newspaper or heard your ad on the radio, chances are they will search online. Make sure they find you and not your competitors.
How much real estate would you rather own? Just the top result:
Or would you rather own the top result twice? Take as much space as possible!
• Branded Terms Are Cheap
Since these keywords are highly relevant to your site, they have great quality scores and cost-per-click can be low. A very modest investment can have you at the top of SERPs.
• Control Messaging
You can create compelling and highly-targeted ad copy that will grab users’ attention and entice them to visit your site whereas an organic listing might not send the user to the most relevant landing page.
• Build Brand Recognition & Trust
When your site appears in multiple places on a search result page, you will start to build brand recognition and gain your consumers’ trust.
• Drown out Competition
As you gain a presence in both organic and PPC search results, your competition will struggle to get any sizeable share of the pie. Competitors have to increase the bid on your branded terms if they want to get to top positions, as the quality score is low to them (since the terms are irrelevant to their sites).
• Higher click through Rates and Conversions
Users searching for your branded terms usually know your dealer already or are more “sales-ready” users. They are ready to take the next step: submit a lead. The graph below shows a 5.1% increase in CTR when you have both organic and paid Search, as opposed to just having an organic result:
Depending on where customers are in the buying cycle, they might use different search terms to find what they want.
- Someone in the research stage might begin with generic search terms.
- As the user becomes more familiar with available makes and models and moves toward the conversion stage, they might start searching for specific dealerships.
- Returning users tend to use specific branded terms instead of generic.
Balance your use of generic and branded keywords to capture a wide range of users and increase conversion opportunities. The conversion stage is important, as the user has your dealership (or the competition’s) at “top-of-mind.”
Written by Liza Villatoro
Director of Paid Search
Liza has over 8 years of experience as a Search Engine Marketing (SEM) Analyst in Business-to-Consumer (B2C) and Business-to-Business (B2B) markets. She moved to Vancouver in 2010 to work as a SEM Analyst and started at one of Canada's largest digital marketing companies in 2011. Liza joined Strathcom in 2012 as the Director of Paid Search. She is a huge animal lover and enjoys walking her dogs.