Brand search campaigns wield considerable influence in the realm of digital marketing and paid advertising. They offer a multitude of benefits and can produce incredible results.

A brand paid search campaign is a targeted digital marketing strategy where a company bids on its own brand name or related keywords to display advertisements when users search for those specific terms in search engines like Google or Bing.

In this type of campaign, the focus is on promoting the company’s own brand, rather than generic or non-branded keywords. The ads usually appear at the top of the search engine results page, making them highly visible to users.

Brand search PPC campaigns are designed to capture the attention of individuals who are already familiar with the brand or actively seeking information about it. These campaigns can be particularly effective for reinforcing brand recognition, directing traffic to specific landing pages, and maintaining a strong online presence. Brand search campaigns have traditionally demonstrated high conversion rates and a commendable return on investment (ROI), making them a stalwart in digital marketing arsenals.

Read on for 5 reasons why we recommend you integrate a brand search campaign in your digital marketing strategy.

1. CLAIM PRIME REAL ESTATE ABOVE SEARCH RESULTS

In the dynamic landscape of digital marketing, the placement of your brand’s content can significantly impact its visibility and reception. One of the notable advantages of running a brand search campaign is the ability to secure a prime position at the top of search engine results pages (SERPs). This coveted real estate is where users’ attention is naturally drawn when they conduct searches.

Paid advertising grants businesses the opportunity to leapfrog organic search results and establish an immediate and prominent presence. When users enter search queries related to your brand, the ads from your brand campaign occupy the top spots. This means that, before users even have a chance to view organic search results or explore competitor offerings, they are met with your brand’s message, logo, and pertinent details.

This position provides a critical advantage. It capitalizes on the user’s immediate intent to find information related to your brand. In this crucial moment, your brand’s name and message are at the forefront of their attention. This instant visibility creates a powerful first impression, reinforcing your brand’s presence and credibility.

Top Position on SERP for the Branded Term

screenshot showing an example of brand paid search results

2. YOU CONTROL YOUR MESSAGING

One of the distinctive advantages of paid search ads is that you have control over your messaging.

Unlike organic results, which are determined algorithmically, paid search ads, including those in brand campaigns, grant you a level of creative control and strategic direction that organic listings may not provide. Paid ads present a unique opportunity to craft compelling messages and guide potential customers to the most relevant and high-performing areas of your website. Then fine-tune your approach based on real-time feedback and performance metrics.

By leveraging the various ad formats and available features such as, for example, sitelinks, you can create an engaging and personalized user experience that ultimately drives conversions and strengthens your brand’s online presence.

In the example below, the organic search results do not include the opportunity to schedule an eye exam, an important conversion option for an company selling eyeglasses.

Paid Search Ad on SERP vs. Organic Result on SERP

screenshot showing the difference between brand paid vs organic search results

3. COST-EFFECTIVE ADVERTISING

For most companies, brand search campaigns present a budget-friendly avenue for online advertising. The high relevance between keywords, ad content, and landing pages, typically unique to your brand, often results in low cost-per-click (CPC) rates.

The targeted nature of brand campaigns is another contributing factor. Brand campaigns are likely to capture users who are further along in the customer journey. They may already be familiar with your brand and are actively seeking out your products or services. This intent-driven audience is more likely to convert, making each click generated through your brand campaign more valuable and cost-effective in terms of ROI.

4. SAFEGUARDING YOUR ONLINE PRESENCE

In the competitive landscape of the digital world, safeguarding your online presence is important. A brand campaign acts as a protective shield, ensuring that when someone actively searches for your company name, they encounter your ads prominently displayed at the top of the SERP. This preemptive measure ensures that your brand maintains a strong and unmissable presence, mitigating the risk of losing potential customers to competitors.

It also safeguards your brand against any misinformation or negative content that may appear in organic search results. With your ads positioned at the top, you have the opportunity to present your brand in the most positive light, effectively controlling the narrative and steering potential customers towards a favorable perception.

5. HIGH-QUALITY TRAFFIC GENERATION

It goes without saying that the ultimate goal of paid advertising is not just to attract any traffic, but rather to draw in high-quality, engaged visitors who are genuinely interested in your offerings. One of the significant advantages of utilizing brand search campaigns is their ability to generate precisely this type of valuable traffic.

By strategically targeting brand-specific keywords, you ensure that users who encounter your ads have already done their research and are already familiar with your company. They have actively expressed intent or interest in your brand, products, or services by including your brand name in their search query. As a result, the traffic generated through brand campaigns tends to be of higher quality, meaning that these visitors are more likely to engage with your website, spend more time exploring your content, and ultimately take desired actions such as making a purchase or filling out a contact form. This, in turn, leads to a higher ROI for your advertising efforts.

Additionally, high-quality traffic generated through brand campaigns can lead to positive signals for search engines. When users engage with your website, stay longer, and perform desired actions, it sends a positive message to search engines about the relevance and quality of your content. This can potentially improve your organic search rankings, creating a positive cycle of increased visibility and traffic.

THE CAVEATS OF BRAND SEARCH CAMPAIGNS

While brand search PPC campaigns offer a wide range of benefits, it’s crucial to consider potential drawbacks as well.

1. POTENTIAL IMPACT ON ORGANIC TRAFFIC

If you already have a robust search engine optimization (SEO) strategy, your website may already be positioned at the top of organic search results. If this is the case, brand campaign ads appearing above organic results may lead to additional costs for clicks as users might click on the paid ad instead of the organic result.

If users are consistently clicking on the paid ad instead of the organic result, it may lead to a reduction in organic click-through rates (CTR). This phenomenon, known as “cannibalization,” can potentially impact the performance of your organic search efforts. If you run brand search PPC campaigns, we recommend closely monitoring the organic performance metrics for any shifts and optimizing accordingly to ensure you strike the right balance.

2. LESS EFFECTIVE FOR ACQUIRING NEW CUSTOMERS

While brand PPC campaigns excel in engaging and retaining existing customers, they may not be the most efficient strategy for acquiring new customers. This is an important caveat to consider when planning your digital advertising strategy.

Acquiring new customers often begins with building brand awareness and reaching potential customers who are not yet familiar with your products or services. This oftentimes requires targeting broader, more generic keyword terms. So, if your primary objective is acquiring new customers, brand search campaigns may not be the most effective means of achieving this initial awareness-building goal. We recommend layering in additional strategies focused specifically on acquisition of net new customers.

3. NOT UNIVERSALLY APPLICABLE

It’s important to acknowledge that brand search campaigns may not be universally applicable to all businesses. This is particularly true for companies whose brand names are closely tied to their products or services. In such cases, targeting keywords can be challenging and may necessitate extensive fine-tuning.

If your brand name is highly descriptive of the products or services you offer, there may be limited variations of keywords to target. For example, if your company is named “Windows Cleaning by Joe,” it’s likely that your brand terms will closely align with generic keywords like “windows” or “cleaning.” This limited variation can make it more challenging to create a distinct brand campaign that stands out in search results.

Also, if the niche you are in is highly competitive, it can drive up costs per click (CPC) on your branded terms as your brand name is perceived as a solution rather than a unique brand name. It makes it more difficult to achieve a favorable return on investment.

If this is your situation, be prepared to fine-tune your brand campaigns and carefully select negative keywords. Without this fine-tuning, your brand campaign may inadvertently trigger for searches that are not directly related to your brand, potentially leading to wasted ad spend and attracting unwanted audiences.

CONCLUSION

Brand search campaigns can be a pivotal move in elevating your digital marketing strategy. The advantages they offer are substantial, and when executed effectively, they can transform the way your brand is perceived and interacted with online. As you are integrating brand search campaigns into your paid advertising strategy, be mindful of potential caveats, too, to ensure you strike the right balance so that your overall digital marketing strategy remains cost-effective and efficient.

In essence, while brand search campaigns offer a host of benefits, they should be implemented thoughtfully, taking into account your specific business context and objectives. When integrated strategically, they can be a dynamic force in bolstering your brand’s online presence and driving meaningful interactions with your audience.

Ask us about an ecommerce client whose combined return on advertising spend (ROAS) in the Brand campaigns exceeded 1,000%. Let’s see if your brand has the potential of achieving that, too!

Contact us now to talk about your brand’s growth potential in paid search.

Want to learn more? Read about the importance of account structure in digital advertising, how to plan, launch and optimize successful paid media campaigns, and tips on writing compelling ad copy.