Branded terms are keywords that directly reference your brand, such as “Adidas running shoes” or “Apple iPhone 15” These differ from non-branded keywords, which are more generic, like “running shoes” or “smartphones.” By bidding on branded terms, you’re investing in ads targeting search queries that specifically include your brand name, whether it’s a standalone term like “Adidas” or a combination like “Nike t-shirts.” Both cases highlight a clear connection to your brand. So, with this in mind, when should you bid on your branded terms?
Bidding on branded terms is essential for protecting your digital presence. Key situations when you should bid on branded terms include:
- Dominated SERPs
- Customising your messaging
- Driving conversions with high-intent traffic
Read on to learn more about what branded terms are in PPC and when you should bid on them for maximum impact.
When Should You Bid on Branded Terms in PPC?
Bidding on branded terms is essential for protecting your digital presence, as competitors often target brand names to divert search traffic. By running branded PPC campaigns, you can maintain control over how your brand appears in search results and ensure potential customers find you first.
Dominating the Search Engine Results Pages (SERPs):
Branded campaigns give you a high presence in the SERPs. By appearing in both organic and paid results, you dominate the search landscape. This dual visibility minimises the chances of competitors capturing clicks and reinforces trust and familiarity with your audience.
Customising Your Messaging:
With branded PPC ads, you dictate the narrative. Whether you’re launching a new product or promoting a seasonal sale, these campaigns allow you to tailor the ad messaging that users see. This level of control ensures that the most relevant and compelling information reaches your audience first.
Driving Conversions with High-Intent Traffic:
Users searching for branded terms are often the lower end of the funnel which are ready to make a purchase or take a specific action. By guiding these high-intent visitors to an optimised landing page, you streamline their journey and maximise conversions. Branded campaigns ensure that no opportunity is lost to competitor ads or irrelevant results.
When Can You Skip Bidding on Branded Terms?
While bidding on branded terms is often beneficial, there are scenarios where it might not be necessary:
- No Competitor Activity: If competitors aren’t bidding on your brand name and your organic results dominate the SERP, branded campaigns might be less essential. However, be mindful that competitors could seize the opportunity to bid on your brand if they notice the absence of your active branded ads.
- Limited Budget: When working with a limited PPC budget, it’s crucial to allocate your resources wisely to maximise returns. Prioritise high-performing non-branded keywords that drive qualified traffic and conversions, as these are likely to offer the best value for your investment. By focusing on these keywords, you ensure that your budget is spent on capturing new audiences and expanding your reach.
- Low Search Volume: For new or niche brands with limited search volume, branded campaigns may not deliver significant results initially. With less demand for your brand, these campaigns may struggle to generate traffic or conversions. It’s often more effective to focus on non-branded keywords to build awareness and drive traffic, with branded campaigns becoming more valuable as your brand grows.
Metrics to Measure Branded PPC Success
To determine whether your branded PPC campaigns are effective, track these key performance indicators (KPIs):
- Click-Through Rate (CTR): High CTRs often indicate strong user intent and relevance.
- Cost Per Click (CPC): Monitor CPC to ensure your campaigns remain cost-efficient.
- Conversion Rate: Measure how effectively branded campaigns drive desired actions, such as purchases or sign-ups.
Return on Ad Spend (ROAS): Evaluate the overall profitability of your branded campaigns.
This is an example of a client who achieved an impressive 143.99 ROAS (Return on Ad Spend) within just one month, turning £182.83 ad spend into £26,325.26 in revenue.
Learn more about the key KPIs in PPC in our recent blog, What are the Main KPIs of PPC?
How Wildcat Digital Can Help
At Wildcat Digital, we understand that bidding on branded terms is not a one-size-fits-all solution. It’s a strategic choice that depends on your brand’s market position, competitive landscape, and budget. When executed effectively, branded campaigns safeguard your digital presence, enhance conversions, and reinforce your brand’s authority. However, it’s equally important to recognise when other approaches may better serve your objectives.
Our team at Wildcat Digital specialises in creating tailored PPC strategies that balance branded and non-branded approaches to maximise your ROI. Whether you’re defending your brand, driving high-intent traffic, or expanding your reach, we’re here to help you navigate the complexities of PPC advertising and achieve your business goals. Reach out to Wildcat Digital today to take your business to the next level.
Tom Brookes
PPC Executive
