To Bid Or Not To Bid on Your Branded Keywords?

April 9th, 2018 by Justin Miller

As a PPC manager for an agency, I have heard multiple reasons from clients why not to bid on their own branded keywords. “Branded searches should lead to Organic/Free clicks” is definitely the most common. But what if it doesn’t… what if a search for your brand leads to a competitor’s sale?

Let’s say a potential customer is looking for you, but he or she found your competitor instead because you assumed branded keywords generated free organic traffic to your site. That’s a loss for you and a win for your competitor. Who would want that?

Does Paying for Branded Keyword Clicks Help or Hurt Your Bottom Line?

If your competitor is bidding on your brand name and you are not, there is a good chance their ad is showing above your Organic listing. This means they are likely stealing clicks which could be leading to sales. This would definitely be hurting your bottom line!

If you are bidding on your branded keywords, you should easily have a high Quality Score and therefore, should only need a minimal bid to capture the #1 position. This would prevent competitors from stealing potential clicks and sales away from you. However, does it help your bottom line or just do damage control?

Google research on overlapping SEO and PPC Keywords such as branded keywords

Fortunately, studies looking at running Pay per Click (PPC) for keywords that you already rank for organically have already been analyzed and written. Thank You, Search Engine Land (@sengineland) and Google Research (@googleresearch)!

The Research is in – Bidding on branded keywords does not steal from your own organic clicks, but rather leads to incremental clicks, leads/sales, and revenue! The question is not longer “To Bid or Not To Bid?” instead it should be “Why aren’t you bidding on your branded keywords?”

Have any questions concerning PPC? We would love to hear from you via Facebook, Twitter, or comment below. If you are looking to build, protect, and/or improve your brand awareness, we can help you with that, too

Also published on Medium.

One Response to “To Bid Or Not To Bid on Your Branded Keywords?”

  1. November 05, 2018 at 2:19 am, NetStripes said:

    Nice and really useful post you have shared here.


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