At the recent QRTop500 Live conference in Las Vegas, Keyword Connects Co-founder Todd Bairstow delivered a presentation called Crushing It with Online Leads in 2019.
Afterwards, one of our clients came up and asked about “brand term bidding,” the practice of bidding on keywords specific to your own company. For example, if you are a dealer of the Gutter Helmet gutter protection system, a brand term for you would be “Gutter Helmet.”
Some people see this as a waste of money: Why pay for clicks that you’ll get anyway, organically?
We see it as anything but. In fact, if you’re not using this tactic, you are likely spending more money and getting less for it.
Here’s why brand term bidding is a must…
#1. You’ll push out competitors.
Maybe you’ve been working under the assumption that other companies aren’t “allowed” to bid on your brand terms. Unfortunately, this is not the case.
While they can’t use them in their ads and other collateral, they absolutely can (and will) bid on the terms themselves – whether you do or not. They want those leads too.
When a homeowner searches on one of your brand terms, your ad won’t display. Instead, that homeowner will see your competitor.
Now you’ve got “leakage” – potential customers looking for you, seeing a competitor’s offer instead, and dropping into their sales funnel, not yours. Exactly the opposite of what you want to happen.
Remember, it’s not just about getting leads. It’s also about making sure you do nothing – absolutely nothing – to hand prospects over to your competition.
#2. You’ll control the message.
Organic search is fine, but it’s rarely compelling. Nor is it specific.
With paid search, on the other hand, you have the ability to customize the message however you like. Homeowners are smart and well informed – customized messaging prompts people to take action.
You can craft your headline, include a strong and specific call to action, and control the timing. Plus, you can dictate precisely where a homeowner will land when clicking.
Google has told us that 65% of clicks occur before scrolling. This is critical to remember. If you are absent from the top of the results page you are missing out on many potential leads (despite whatever organic search visibility you may enjoy).
#3. You’ll dominate the page and reinforce your brand.
A homeowner who searches on your brand name is closer to becoming a lead than someone who simply searches on “gutter protection.” These people are already more informed, more interested and more inclined to buy … from you!
So let’s not have them see your ad alongside one or two of your competitors. Instead, let’s show them just you, with everybody else pushed down the page.
Now, you brand is dominating the page by pushing everybody else’s chips off the table and out of the minds of potential customers (not “competing against yourself,” as some might argue).
Brand Winners Bid on Brand Terms
Trying to save money by avoiding brand term bidding is costing you sales.
Instead, maximize your leads and revenue by stopping competitors from grabbing your ready-to-buy homeowners. Control the timing and impact of your messaging and demonstrate that your brand is strong, solid and “everywhere.”