Why Branded Google Search Ads Offer A Lot More Than You Think

You're probably thinking, why bother spending money on branded terms that are already triggering organic listings?

However, studies show this isn't the case.

In fact, it's quite the opposite!

Many of our clients worry about wasting spend on brand campaigns, or even cannibalizing their organic traffic to the site.

However, Google Ads can be an extremely valuable investment - if you build a strong foundation with a high quality score history starting with brand keywords.

Here are a few reasons that show the importance of branded search campaigns:

You can improve your account quality score: Quality Score is Google’s rating of the quality and relevance of both your keywords and landing pages. A high Quality Score can enable you to have lower cost on branded and non branded search traffic. Google’s studies show that advertisers who include branded terms in their Google Ads account have a higher Quality Score, which can lead to lower costs per click and improved ad positions.

You can control your brand messaging: Bidding on your brand search terms with Google Ads allows you to control the messaging around your brand while maximizing promotions, seasonal sales, and secret events for those who are closest with your brand. This is especially important for companies that are going through a rebrand, or for those who want to make sure their ads reflect their current mission and values and what is most relevant to your customer at that moment.

If you have a higher volume of search traffic to your brand keywords, you can also segment out users by their activity so a loyal customer sees a different message than a first time purchaser - which you can't do with an organic listing alone.

Control more real-estate on the search engines ranking page:  Google Ads allows you to control more of the search engine ranking page (SERP), giving your brand greater visibility.

You can reach customers who are ready to buy: Customers who are searching for your brand name are typically further along in the buying cycle than those who are just searching for generic keywords. This means that they’re more likely to click on a destination you want the user to get directed to.

Get more clicks from branded search terms: With more real-estate taken by your brand more people are likely to click on paid and organic rankings.  Google’s studies show that having both a paid and organic listing increases the total number of clicks on your website, even if your organic listing is in the first position.

Competitors may be bidding on your brand:  Competitors may be bidding on your brand name in an attempt to steal away customers. By bidding on your own branded terms, you can ensure that your ad appears above your competitor’s.

Compliment ad spend from other channels:   If you’re running other marketing channels such as Facebook, Tiktok, Email, SMS, TV, print, or outdoor ads, adding Google Ads can complement your other ad spend. Your Google Ads can target people who have seen your other advertising and are searching for your brand name online.

‍Your site is not search engine friendly:   If your website is not appearing in the top spot of Google organically, you may want to consider bidding on your brand name. By doing so, you can ensure that your ad appears above the organic search result. Paid advertising is a great way to supplement an underperforming SEO strategy.

Increase traffic during certain seasons, events, or promotions: Have a sale coming up? Google Ads can help you increase traffic to your site during these high-traffic periods. Promote time-sensitive sales or events with Google Ads and drive more customers to your website.

‍Reach a wider audience: Google Ads allows you to target people searching for similar terms to your brand name. You can use broad match, phrase match, and exact match terms to include miss spellings people may type in and find keywords you may not have thought people would be searching to find your brand.

Effective advertising at low cost: Google Ads brand campaigns can be an effective way to reach new customers without breaking the bank. You can set a daily budget and only pay when people click on your ad (we are not paying for impressions here). Google also offers promotional opportunities, like coupons, that can help you save money on your advertising spend and generate more of a result to get the most bang for your buck.

As you can see, there are many good reasons to pay for additional placements on the branded search terms for your business. Google Ads can help you stay ahead of your competition, and  we believe brand campaigns are a good investment for our clients.

If you have any questions about whether Google Ads is right for your business and how to maximize ROI while increasing result volume, reach out to us. We’d be happy to chat!

Still not convinced Google Ads is worth your while? Check out this case study of one of our clients who utilized a Branded Search Campaign. This campaign resulted in a 19.10x return on investment generating over 5,000 customers that produced close to $400,000 in revenue over a 6 month period.

Google Ads can be an extremely effective way to grow your business if done correctly.

Don’t let the Google Ads algorithm keep you up at night, our PPC experts are here to help you get the most out of your campaigns! Schedule a free consultation today.