A discussion that probably never ends: “Why do I want to pay for my brand name”? Although it is not my intention to write a lot about PPC advertising I like to share four reasons to invest in your brand name. A few days ago Bethany Bey wrote this post on Cardinalpath.com.
I strongly encourage companies to build a lot of “free” traffic in the long run. But, your brand name is something very important to think about.
- For larger brands, I would suggest that you invest in your branded terms via PPC ads and closely monitor whether the benefits outweigh the costs
- For smaller brands with low or no ad competition on branded terms, see whether it helps to establish your brand. Since the search volume on your brand is probably quite small, it wouldn’t cost you too much
And like Bethany says, it is all about testing.
Two more reasons why PPC ads on your brand might be very effective:
- You have more flexibility to adjust your ad headline and description compared to your page title and meta description in SEO
- You can more easily set your preferred landing page on branded keywords; it is completely your choice where to send the visitors that click on your ads
If you want to get to know more about PPC bidding on branded terms, you might benefit from reading this article: Yes, You Should Bid On Branded Terms | Cardinal Path Blog.One last thing... Make sure to get my extensive checklist for your Google Analytics setup. It contains 50+ crucial things to take into account when setting up Google Analytics.