How to protect your brand with PPC campaigns

May 7th, 2015 by Jaroslava Jutkova
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Bidding on you own trademark is always a big question (and it should be) with every new PPC project. We often hear ‘’But why should I pay for my own brand when users will find me anyway? Is it worth it?’’ We at Serps definitely recommend doing so. Let’s have a look at the reasons and benefits behind it:

  1. Customised & actionable messages

PPC ads allow you to customise the message much more easily than in organic search. Add and test various copy and calls-to-action. Moreover, if you have a special promotion or weekend sale, PPC ads are a great way how to spread the word about it.
Brand

  1. Branded terms cost you just a fraction of your total PPC spend and bring the highest revenue

Cost per click for branded keywords is often the least expensive, users looking for your brand are highly relevant, conversion rate and revenue is often above the average. No-brainer.

  1. Protect your brand against competitors

You might be in the 1st position in the organic results and consider that to be completely sufficient. However, your competitors could be displayed above you in a paid section. If there is already someone bidding on your brand, you should be there too. Are you saying that no-one is bidding on your brand at the moment? Hold on, this can change any time! Bonus: as the brand owner, you will benefit from high relevancy, high quality score and therefore lower cost per click. Brilliant!

  1. Extend your visibility

Do not miss the opportunity to be at the top of the result page. Expand your space within the result page covering a large portion of paid and organic space – double your visibility.

  1. Make the most of your ads and use ad extensions

Use all kinds of ad extensions that are available – enhanced sitelinks, callout extensions, add your phone number, location or review. Take up as much space as possible. J

  1. Be visible on misspellings

Typos and misspellings are very common. Including them to your PPC campaigns will ensure that your audience will find you anyway.

Brand

  1. Brand campaign helps to increase account quality score

A branded campaign has high relevancy, a high quality score and click-through rate. All this counts towards overall account quality score which affects the cost per click and therefore your overall ad spend.

  1. In fact, the users expect you to be there

According to surveys, users expect the brand they are searching for to be visible in top positions.

The downside of this strategy could be excessive ad spend on your branded terms and a bidding war with other competitors. In this case, consider to authorise your trademark with Google.

If you are a trademark owner, you can provide Google with an authorization to let only specific AdWords accounts use your trademark in ad campaigns (including your own).  Other advertisers bidding on your trademark will have then no or limited opportunities to take advantage of your brand.

More information regarding the Google Trademark Policy:
https://support.google.com/adwordspolicy/answer/6118?expand=auth#auth
https://support.google.com/adwordspolicy/answer/2562124

Are you interested in PPC campaigns or trademark protection? Let us help you create and manage the campaigns for you. If you have any questions, don’t hesitate to contact us.


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