Brand and broad search campaigns that will give you the edge
Paul Lovell, Head of Performance Marketing at Pricesearcher UK, a GS1 UK partner, offers some tips and advice about keys areas of PPC to help you plan for your peak season trading.
Why you should bid on your brand?
Bidding on your branded terms helps you dominate the SERPs
We all know that if you have more listings on the first page of any search term you will be viewed as having strong credibility and trust within that market space and it also gives the searcher more reasons and opportunities to click on your organic or paid search listing. Even Google themselves bid on their own Adwords platform, no doubt partly as a display to interested parties but also because Bing bid on ‘google adwords’ and Google would not want them appearing higher than themselves on their own search engine.
You can control your brand message and offer
Paid ads on your brand related search terms really give you a chance to drive your Brand messaging and special offer to someone in a way that is not possible in the organic listing. The House of Fraser example below shows this where their paid listing highlights 20% off Lego toys, new products, new bed linen as a big focus and more i.e. the core categories / products that they are focusing at the time. The organic listing results are determined by Google based on the search term and in this case highlight the standard categorisations - men’s, women’s, A-Z of brands, etc.
Competitors bidding on your brand
If your competitors are using PPC as a sales channel then they may be bidding on your brand terms already. When someone sees your competitor's ad on your brand term this might just be enough for them to click through to your competitor and make their purchase elsewhere.
Brand terms are cheap they have a high CTR and quality scores, so don't just use you brand names consider using products and even URLs depending on your particular business and its product offering
Influence further down the buying funnel
People that are looking for your brand, already know who you are and what you are about. They know what they are looking for and are on the way to finding you, so don't let your competitors muscle in and take your brand traffic
Beware paying for traffic that was coming to you anyway…..for free!
The reasons highlighted are all relevant but if someone has typed your brand name into the search bar then beware of cannibalising your organic traffic and replacing it with paid - not something anyone wants! This will just have be to monitored in your analytics and it may be that bidding on your own brand term is not actually justified.
Broad campaigns: What and why?
The 4 main PPC keyword match types are listed below in precedence of how narrow the term is:
- Exact match
- Modified broad match
- Phrase match
- Broad match
Broad match campaigns are where you bid on specific keywords, for example a shoe retailer may have ‘shoe’ as one of their best keywords and a way to widen the net is to use broad match terms so that Google will surface your ads when consumers search for related products - which in this case could be trainers, flip-flops, high heels, etc
With Google saying that, 15% of searches are new have never been seen before, the need for a broad match search campaigns could not be stronger because the search your target consumer is making might not be how they’ve done it before. For example voice and image search are increasing rapidly and so broad match will help you to show up
You should see your broad match campaigns as a new way to do keyword research by using the search terms reports you will be able to see new keyword suggestions. Two other advantages of investigating the search term reports are:
1. You can zone in on to specific keywords strings that you do want to target and these can be separated out into their own ad group and given bespoke ad extensions / ad copy to maximise the results.
2. You can use keywords on categories / stock you don’t carry or don’t want to promote and for these you can do negative keywords to make sure there is no wasted budget.
In conclusion use brand term campaigns to help take up more of the first page and drive the messaging of the brand and any special offers you have and use broad match campaigns to find new keywords and have you ads showing for related products but remember to check your search term reports to ensure you are not showing for terms that have a low return.