If someone is looking for a product and they think your store or website might sell it to them, one of the first actions they’ll likely take is to search your brand’s name. You may not think this is necessary, but it’s important for businesses to bid on their own brand name in a search ad. A study by Bing found that if you don’t, you’re yielding those clicks to your competition.

Here are a few reasons why it’s important.

For starters, it will cost you less compared to other keywords that drive traffic to your business. Since your site is optimized for your brand and is paired with a relevant landing page, this will give you an advantage when it comes to bidding. This means that your cost per conversion or cost per click will cost you much less. These results will improve your account’s overall quality score too, which can bring down the cost per clicks. Also, if you appear in high positions in both the paid search ads and organic search, a user is more likely to remember your brand next time. They’ll see your brand all over the search results page and you’ll be seen as a top provider of a product/service, which adds to a user’s perception of your reputation.

Also, by bidding on your brand name, you’re able to control the messaging related to your brand. When users visit an organic listing, it provides very basic information about what your business does. But by buying an ad related to your name, you’re able to craft a statement that makes your brand stand out, whether it’s free shipping or 24/7 customer service. Also, you’re able to send potential customers to the exact page related to that messaging, something which you don’t have control over in an organic listing, and at the same time you’re managing your business’ reputation.

And let’s face it, if you’re not bidding on your name, your competitors might be. Don’t let your competition swoop in and divert traffic. Show up on top and attract customers who are more likely to make a buy since they’re now searching more specific search terms. Someone who is searching your brand likely has some affinity to it, whether they heard about it from a friend or they’ve used it before. Use your PPC ad to cement the relationship and further entice them with any available offers.

All of this advice applies to branded terms too and it’s important to leave some room in your PPC budet to accommodate for this.

GrowthEngine can help you create a personalized online marketing strategy that’s suited for your business with ourGrowthOptimization, GrowthSearch and GrowthLive Chat to help you grow your business. We are your trusted expert and advocate in an ever-changing digital environment and we offer a tailored online ad campaign to help you increase brand awareness and direct qualified leads to your website. Let GrowthEngine Media’s knowledge and expertise speak for itself. Call us today at 416.318.5373 to find out more about our services.