A Key Gamble: Bidding on Brand Keywords
There are a lot of controversial marketing techniques where their effectiveness is still in question. Brand marketing using bids on brand keywords is one of those techniques. Many say that brand keywords, specifically for your own brand, are too expensive to warrant the number of the clicks.
While there is some truth to this, there are some valuable uses for bidding on brand keywords. Consider the following:
1. Better Click-Throughs
You’re using PPC in your online efforts to get click-throughs. And with brand-based keywords, you target your market and client base more directly while reaching the target audience for your products, services, or information. This leads to better click-through rates and a greater return on investment from your PPC campaign.
2. More Competitive Keyword Segments
People often misspell words and phrases used in searches; you should be ready for this. Bidding on branded keywords allows you to incorporate all variations of your brand keyword phrases into your queries so that if someone uses poor spelling, your ads will still match their searches.
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