If you have had any exposure to paid search while working with a brand, chances are you have either asked or heard the following question:
“Why would I pay for my own brand’s keywords when I’m already at the top of organic search results?”
Here are the top 4 reasons to deploy branded paid search, despite the performance of organic search results:
1. Better Accommodate the Searcher’s Intent with Relevant Landing Pages
It is no secret that attention spans of users on digital mediums have decreased over the years. In fact, from the time a search query is loaded on Google and a result is selected, plus any returns to the results page for a new selection, the all-in average time is under one minute.
While a branded searcher’s query signals interest, it is unwise to assume their conversion journey is complete, as statistically, most will not convert. Since most branded searches do not result in a conversion, and most searchers spend less than a minute researching, sending searchers to a relevant landing page based on their intent is paramount.
With branded paid search, you can segment searchers based on their most probable intent with extreme granularity, ensuring the highest possible conversion rates. Below are a few examples of elements that are either difficult or impossible to achieve with organic search results:
A. Ensure very specific landing pages for long-tail keywords (e.g., “latest low-top Nike shoes that are customizable”)
B. Easily dictate landing pages based on device, demographic, or geographic data
C. Serve landing pages based on the searcher’s previous interaction with your website (e.g., pages viewed, time on website, and purchase history)
2. Seamlessly A/B Test Search Copy and Landing Pages
In further consideration of the fact that most searchers, whether branded or non-branded, will not meet your end goal, A/B testing and optimization should be continuous for any type of searcher.
Paid search allows you to update your branded search copy and landing pages on the fly for optimal A/B testing. Conversely, your organic search results can take weeks to update, and some of those updates may even hurt your search ranking.
Below are a few examples of how you might take advantage of the seamless flexibility of branded paid search:
A. Add new search copy and landing pages into rotation weekly to test performance
B. Keep searchers current with time-sensitive promotions or updates
C. Use the plethora of search ad extensions (not available organically) to enhance the experience of searchers
3. Absorb More of Your Branded Search Demand
Studies show that when you have the top organic result for your branded keywords and a paid search ad, on average, 50% of your traffic is incremental. Simply put, you absorb more of your branded search traffic when you deploy paid search. Getting search interest is half the battle, but do not miss the opportunity to turn those searchers into website visitors and potential customers.
4. Protect Your Brand from Keyword Conquests
It is a common practice for brands to bid on competitors’ keywords to steal traffic. Since paid search ads rest above organic results, failing to protect your brand with paid search can have significant repercussions. Due to the low quality scores given to those who conquest, remember that your competitors will pay much more than you will for your branded traffic. Make life difficult for those competitors by keeping your quality scores flawless and by submitting for trademarks in ad text when applicable.
Jerry Sommerville, II on May 5th, 2019
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