I’ve asked this question and had to do a bit of reading to find the answers. I always thought bidding on your brand in Adwords when you are already on top of Google natural listings, while you are also the only person bidding on your brand is a complete waste of money. You may already be investing money in SEO. One might argue that the mere fact the people are searching for using your brand name means they are looking for only you. We cannot blind ourselves to the possibility that they may perhaps be looking for a service you offer. That kinda turns the tables around
Here’s a few reason why it is best to bid on your brand in Adwords even when your are already at the top.
- If you are serious about driving traffic to your website its best you use all resources at your disposal. Occupying more top space ensures you keep your competition chasing your tail. It parades you as an expert in your brand/field. By simply staying at the top, you get a much better chance of getting more clicks.
- Your Ad may even attract more clicks than your organic listing, perhaps because you have complete control over what is written on the Ad. You can further take advantage of this flexibility by advertising promotions or specials. The best part of bidding on your brand is that your CPC will be quite low.
- Using your brand/company name as a keyword will ensure that you maintain a high click-through rate. This will in turn boost the position of your other Ads and naturally your overall CTR will increase. The higher your overall CTR climbs the more Google rewards you with a better quality score.
It’s kinda like getting Credit in South Africa. If you have money everyone wants to give you money, you qualify for loans and more credit. But when you dont have money (you start missing a few payments) no one wants to give you money. Sadly thats when when you actually need it. So with Google, the better your Ads are doing, more better your Quality Score.
But what happens when you get the a lot of clicks but very low conversions? Sometimes your webpage or website was just not created with your customer in mind, it may just be a poorly designed landing page or an overloaded webpage or website that overwhelms the visitor. Our next topic will discuss how you can get higher conversions for both Google Paid Ads and Organic results.