Using pay-per-click to boost your site traffic and turn quality leads into converters follows a string of actions planned and executed well in advance against the brand’s set KPIs and its own definition of who the quality leads are and how converting actions/goals are defined. Planning, planning and again planning before you’d execute the exciting part – audience set up, keyword or product list tactics before starting to adjust the perpetually agile and auction-‘fussy’ bids.
However, almost every new account keyword list would find before the upload a classic dilemma: should you or should you not include your brand terms in to bid on?
There’re multiple schools of thought out there on this perennial topic and while it should by all means be approached on a case-by-case scenario, few ‘pro’ arguments are worth considering before taking the final first shout:
Capture high-quality leads that are near the point of conversion. It’s your chance to tailor the messaging per audience as you’d see fit: you can do this by gender (DFSAs – demographic targeting for search ads), age, household income and even parenting status. What’s more is that a branded ad copy listing you can link to a dedicated landing page: imagine how useful is this for a retailer that sells different products to men and women? Your landing pages can save your searchers time and push them closer to the purchase funnel!
Meanwhile if you’re a brand who’s at a stage when incremental traffic gained via organic search listings is far more convincing to keep your brand PPC ads at bay and you don’t have any other players bidding on your branded terms you might want to run a test during a quieter non-promotional period to assess the benefit of having both PPC & organic listings running in full swing.
If your brand is well known both offline and online, organically, bidding on own brand terms might be found debatable. However, if your brand depends on generating demand, non-brand PPC & SEO would need to go hand in hand across the funnel. Here success metrics should differ per stage of the funnel: i.e., upper-funnel success metrics should be different from lower-funnel performance achievements.