{"id":63499,"date":"2023-11-01T09:27:22","date_gmt":"2023-11-01T16:27:22","guid":{"rendered":"https:\/\/eigene-homepage-erstellen.net\/?p=63499"},"modified":"2023-11-03T11:45:57","modified_gmt":"2023-11-03T18:45:57","slug":"you-should-bid-on-your-own-branded-terms","status":"publish","type":"post","link":"https:\/\/eigene-homepage-erstellen.net\/blog\/ppc\/you-should-bid-on-your-own-branded-terms.htm","title":{"rendered":"Yes, You Should Bid On Your Own Branded Terms"},"content":{"rendered":"\n

One of the most frequent questions we get asked regarding paid search advertising is whether or not clients should really be bidding on their own branded terms – why pay money for clicks on their brand name when users are searching for them anyway? <\/p>\n\n\n\n

The inclination to not bid on their own branded search terms usually stems from one (or more) of the following rationales:<\/p>\n\n\n\n

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  1. Businesses assume that branded search traffic will lead to a click-through on their organic listing, and they don’t want to pay for the traffic they could otherwise get for free.<\/li>\n\n\n
  2. Businesses assume that branded paid search traffic “takes credit away” from organic search performance, thereby inflating the value of paid search advertising and undercutting the efforts and investment made in search engine optimization.<\/li>\n\n\n
  3. Businesses are prioritizing savings and cost-cutting. Reducing branded spend seems like the least harmful way to do that.<\/li>\n\n<\/ol>\n\n\n\n

    While these reasons may seem rational, they’re not necessarily rooted in fact. <\/p>\n\n\n\n

    This post will cover why you should bid on your own branded terms in paid search. Additionally, I will lay out the results from a recent experiment with one of our own clients who wanted to test if bidding on branded terms is actually worth the spend.<\/p>\n\n\n\n

    “Tell Me Why I’m Wrong and Why I Should Still Bid on My Own Branded Terms If My Budgets Get Cut”<\/h2>\n\n\n\n

    Your words, not mine. (See what I did there?)<\/p>\n\n\n\n

    Let me start with the definitive statement: If you have a budget for paid search advertising, you should bid on your own branded terms and pay for those clicks. Now, we’ll look at two reasons to support this claim.<\/p>\n\n\n\n

    Sponsored Listings Take Up at the Top of the SERP<\/h3>\n\n\n\n

    When you process a relevant search query on Google or Bing pertaining to a business or the services\/products it offers, chances are you’re going to see a results page (SERP) with sponsored listings dominating the screen:<\/p>\n\n\n

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