Should I Bid on My Company's Brand Name in Google Ads?

Filed in Search Engine Marketing
Published Mar 15th, 2023

What is Brand Bidding?
Brand bidding is when you bid on your own brand name in Google Ads or Microsoft/Bing Ads.

You can do this by adding keywords including your brand name to your ad groups and then setting a bid for that those keywords. For example, if you have an ecommerce store selling shoes and you sell shoes under the brand name "Shoes4Less," then you would add keywords such as "Shoes4Less" and "Shoes4Less men's shoes" as keywords in your account.

When someone searches for "shoes" or any other related term, they will see your ad showing up at the top of their search results because it has been optimized with relevant information about what they are looking for--in this case: shoes! This will help increase conversions because people are more likely to click on ads that provide useful information rather than those that just list prices or generic descriptions like "buy now."

Why You Should Bid on Your Brand Name with Google Ads and Microsoft Ads
Bidding on your brand name is an important way to ensure that you're getting the most out of your search engine marketing budget.

Not surprisingly, this is a somewhat controversial topic in the field of search engine marketing. Some marketing executives believe that bidding on your own brand name will cause you to pay for clicks that you might otherwise get for free, organically. Historically, however, paid search advertising and organic search engine optimization go hand-in-hand; research shows that both paid and organic clicks increase when a paid ad and organic link appear in search engine results.

When you bid on a branded keyword, you can:

• Increase Visibility: Your ad will show up in more places than it would otherwise, giving people more opportunities to see it and click through to your website.
• Control the User Experience: Organic results will show pages that Google or Microsoft believe are most appropriate, and you lose control over where on your site a user lands. With paid advertising, you can take the user to a carefully crafted, dedicated landing page of your choice.
• Reclaim Your Brand From Competitors: If your company has existing brand equity, your competitors are probably bidding on your brand name. Do you want to let your competitors get web traffic - and sales - that should belong to you?

Contact Ambition Solutions to learn more about how to use paid search advertising to grow your revenue and build your brand.

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