Brand search campaigns have emerged as a powerful tool for businesses looking to safeguard their online presence and enhance their marketing efforts. However, whether these campaigns are truly worth the investment remains a topic of debate.
We often get questions from clients about whether to run brand traffic or not. A lot of them are taking the standpoint like why would we waste the ad spend on the brand search keywords if we would pick up that traffic anyway organically! I respectfully disagree and would like to break down the situations where this perspective holds merit and where it might not.
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But first, let me ask you something. If you are organizing a barbecue and not inviting guests will the guests be there anyway?
Jokes aside, let’s dive into when brand traffic is crucial to run and when it might not be as important.
Here’s a comprehensive look at why brand search campaigns could be a valuable addition to your marketing strategy.
1) Enhanced brand visibility
Running brand search campaigns ensures that your brand occupies a prime spot on search engine results pages (SERPs). Even if your website ranks high organically, a paid ad at the top of the page reinforces your brand’s visibility. This dual listing not only makes your brand more noticeable but also enhances brand recognition, making it easier for potential customers to find you quickly.
2) Protection against competitors
In a fiercely competitive environment, competitors may bid on your brand keywords to siphon off your traffic. By running your own brand search campaigns, you can protect your brand from such tactics, ensuring that your messaging remains consistent and that users looking for your brand are directed to your official site. Here’s an example:
3) Cost considerations
One of the concerns with brand search campaigns is the potential for increased costs, especially if competitors bid on your brand keywords. This can lead to bidding wars, driving up the cost per click (CPC) and reducing overall return on investment (ROI). Additionally, there’s a risk of cannibalizing organic traffic—essentially paying for clicks that might have been free.
4) When to invest in brand search campaigns
Brand search campaigns are particularly valuable in scenarios where competition for your brand keywords is high, or where protecting your brand’s online reputation is crucial. They are also beneficial during product launches, seasonal promotions, and for businesses with high CLV. However, if your brand already dominates the organic search results and faces little competitive bidding, the need for such campaigns might be less urgent.
Brand search campaigns can be a potent tool in your marketing strategy, providing enhanced visibility, protection against competitors, and higher conversion rates. However, they require careful consideration of costs and potential ROI. Ultimately, the decision to run brand search campaigns should be guided by your specific business needs and the competitive landscape.
This synthesized approach highlights the strategic importance of brand search campaigns, helping you decide when and how to implement them effectively for your business.
Want to brainstorm with our team on new ways to scale your business with YouTube Ads (and other performance video platforms)?
Join us for a free YouTube ad brainstorming session👇
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Bojan Bovan, Account Manager
With his extensive background in media buying for some of Inceptly's biggest clients, Bojan is known for his inquisitive mind and attention to detail. He keeps his hand on the pulse of new developments in direct-response advertising and enjoys finding ways to apply innovative strategies and techniques to keep our clients ahead of the curve.
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