7 Reasons You Should Consider a Branded AdWords PPC Campaign

Branded campaigns occur when a company bids on its own name in their AdWords marketing plan.

It might seem counterintuitive to buy your company’s name as a keyword if you already appear at the top of results. However, one benefit of the AdWords platform is the elevated amount of control you have over organic search results.

Here are seven reasons you should consider running a branded AdWords PPC campaign.

1. Claim more search result real estate

Even if you’re the first result for your company’s name, it’s always a benefit to own more real estate on the search results page. When you run a branded keyword campaign, your pay-per-click ad will appear above your organic results and push all other results further down the page.

Fun fact: ParaCore is also a “dual-cured, glass-reinforced composite resin, radiopaque composite system” made by Coltene. Don’t ask us what that is. We have no idea. What we do know is that we want our customers to find us easily when they search for “ParaCore” and not get distracted by dental products.

Our branded campaign keeps us higher in the search results.

2. Control the information that’s shown to customers

In organic search results you only have limited control over what is shown to your audience. You can control the page title but meta descriptions can be inconsistent.

Branded campaigns allow you to write the exact text that will appear in the title, description and sitelinks of your ad.

If you have a limited time offer, you can update, start or stop it almost instantly. If you want to adjust your messaging, the changes can be made very quickly.

3. Customers can easily find your phone number

Sometimes a customer just needs your phone number.

If you have the call extension enabled, your visitors will see the phone number on their desktop and a call button on their mobile device. Imagine your customer is driving to meet you and they’re running late. They want to call you but don’t have your number handy.

If they search for your company on their smartphone, they’ll immediately see the call button and be able to get in touch with just one click.

4. It’s easy to get directions from a mobile device

Again, branded campaigns can make life easier for your customers.

Your customer might be headed to meet you and they may have forgotten to take down your address or map it on their phone. If they search for your business, you can have a “Get directions” link appear so they can easily be navigated to your location.

5. Sitelinks highlight your most important pages

Sitelinks allow you to direct customers to specific pages on your website.

Do you have a specials, features or a blog page that you want visitors to see? With the sitelinks extension you can highlight those specific pages even if your site is extensive. These links could be product categories for e-commerce sites or service offerings for professional firms.

6. Prevent competitors from appearing above you

Many company names closely resemble the industry they service.

For example, your business name might be Phoenix Website Design. If someone is looking for your site, they will type your company name in Google but other website design companies will likely appear. This is because they’re anticipating those search terms for general development leads.

Through strict keyword matching and bidding strategies, you can keep your company on top of the search results to maintain your business’s position.

7. Low cost exposure

The cost of branded keyword campaigns is fairly inexpensive in many cases.

Unique company names have very low competition and you’re normally not bidding against others. Even if your company name resembles the industry you service, you can highly focus your branded campaign to limit your exposure.

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