The Branded Keyword Conundrum: Weighing the Pros and Cons of PPC Targeting
In the dynamic landscape of digital marketing, Pay-Per-Click (PPC) advertising remains a powerful tool for driving targeted traffic to websites. While much emphasis is placed on targeting non-branded keywords to reach new audiences, the strategic use of branded keywords – those containing your company name or specific product names – presents a unique set of advantages and disadvantages. This article delves deep into the complexities of targeting branded keywords with PPC, exploring the potential benefits and drawbacks to help marketers make informed decisions.
What are Branded Keywords?
Branded keywords are search terms that directly include your company name, product names, or other proprietary terms closely associated with your brand.
Examples include:
- “[Your Company Name]”
- “[Your Product Name]”
- “[Your Company Name] reviews”
- “[Your Product Name] price”
- “[Your Company Name] customer service”
These keywords represent users who are already familiar with your brand and are actively seeking information or engaging with your products or services.
The Case for Targeting Branded Keywords: Advantages
Targeting branded keywords with PPC offers several compelling advantages:
- Dominating Search Results and Enhancing Visibility: Even if your website ranks first organically for your brand name, running PPC ads ensures you occupy even more real estate at the top of the search engine results page (SERP). This “double coverage” significantly enhances visibility, pushing competitors further down and reinforcing your brand’s presence. In a mobile-first world, where screen space is limited, this dominance is even more crucial.
- Cost-Effectiveness and High Click-Through Rates (CTRs): Branded keywords typically exhibit lower competition compared to generic or category-based keywords. This translates to lower cost-per-click (CPC) and higher click-through rates (CTR). Users searching for your brand are already interested, making them more likely to click on your ad. This combination of low CPC and high CTR results in a higher return on ad spend (ROAS).
- Defensive Strategy and Brand Protection: One of the most compelling reasons to bid on branded terms is defensive. Competitors may attempt to capitalize on your brand recognition by bidding on your branded keywords. This can divert potential customers to their websites. By running your own branded PPC campaign, you effectively block competitors from stealing your traffic and maintain control over the user experience.
- Control Over Messaging and Landing Page Experience: PPC ads provide granular control over ad copy and landing page selection. This allows you to tailor your message specifically to users searching for your brand. You can highlight specific promotions, new product launches, or address common customer queries directly in the ad copy. Furthermore, you can direct users to the most relevant landing page, optimizing the conversion funnel and improving user experience.
- Highlighting Promotions and Special Offers: Branded search ads offer an excellent opportunity to promote special offers, discounts, or seasonal sales. By incorporating these promotions directly into the ad copy and using ad extensions like sitelinks and callouts, you can capture the attention of users already interested in your brand and incentivize them to make a purchase.
- Improving Conversion Rates and Driving Sales: Users searching for your brand are typically further along in the buying cycle. They are often ready to make a purchase, learn more about a specific product, or seek customer support. By directing them to relevant landing pages through branded PPC ads, you can significantly improve conversion rates and drive sales.
- Gathering Valuable Data and Insights: Running branded PPC campaigns provides valuable data and insights into user behavior. You can track metrics such as search volume, click-through rates, conversion rates, and search terms to understand how users are interacting with your brand online. This data can inform your broader marketing strategy and help you optimize your website and content.
- Supporting Offline Marketing Efforts: Branded PPC campaigns can effectively support offline marketing initiatives. For instance, if you are running a television commercial or print ad, you can use branded search ads to capture users who subsequently search for your brand online. This integrated approach amplifies the impact of your marketing efforts and drives more traffic to your website.
The Other Side of the Coin: Disadvantages
Despite the numerous advantages, targeting branded keywords with PPC also presents some potential drawbacks:
- Potential Cannibalization of Organic Traffic: One of the main arguments against bidding on branded terms is the potential for cannibalizing organic traffic. The concern is that users who would have clicked on your organic listing will instead click on your paid ad, leading to unnecessary ad spend. While some studies suggest a small degree of cannibalization, the overall increase in visibility and control often outweighs this concern.
- Increased Costs if Competitors Bid: If competitors begin bidding on your branded keywords, it can drive up your CPC and increase your overall ad spend. This highlights the importance of monitoring competitor activity and maintaining a consistent presence in branded search results.
- The Perception of Unnecessary Spending: Some marketers argue that if you already rank first organically for your brand name, spending money on branded PPC is unnecessary. However, the benefits of increased visibility, brand protection, and control over messaging often justify the investment.
- Attribution Challenges: Accurately attributing conversions to branded PPC campaigns can be challenging. Users may interact with multiple touchpoints before converting, making it difficult to determine the precise impact of branded search ads. Using robust attribution models and analytics tools can help address this challenge.
Making the Decision: Is Branded PPC Right for You?
Whether or not to target branded keywords with PPC depends on various factors, including:
- Brand Strength and Awareness: Established brands with strong organic visibility may benefit less from branded PPC compared to newer or less well-known brands.
- Competitive Landscape: If competitors are actively bidding on your branded terms, it is crucial to run your own branded campaign to protect your brand and maintain control over the SERP.
- Budget and Marketing Objectives: Align your branded PPC strategy with your overall marketing budget and objectives. If your primary goal is to drive conversions and maximize ROI, branded search ads can be a valuable tool.
- Organic Performance: Monitor your organic rankings for branded keywords. If you are consistently ranking at the top and have minimal competitor activity, you may choose to allocate your budget to other areas.
Conclusion:
Targeting branded keywords with PPC is a complex issue with both significant advantages and potential drawbacks. While concerns about cannibalization and unnecessary spending exist, the benefits of increased visibility, brand protection, control over messaging, and improved conversion rates often outweigh these concerns. By carefully considering the factors discussed in this article and monitoring your performance closely, you can make an informed decision about whether or not to incorporate branded PPC into your marketing strategy. In many cases, a well-executed branded PPC campaign can be a valuable asset in achieving your marketing goals and maximizing your online presence.