To bid or not to bid on your brand : that is the thailand number for whatsapp question. But unlike Shakespeare's rhetorical questions, here we have an answer.
First, do the following:
Analyze your CTRs and conversions. How much do you potentially lose by not bidding on branded terms? Do people search for them regularly and is the cost relatively low? You shouldn’t waste your ad budget bidding on branded terms when people are intentionally searching for you and finding you organically, but if it’s low cost it can ensure that your competition won’t block any of those clicks.
branded keyword cost analysis
Screenshot taken from SEMrush Advertising Research .
Explore the competition for your branded keywords , manually or with SEMrush Advertising Research . Type your competitor's name into the search bar and use the advanced filters to see if they're bidding on your branded keywords.
How to find out if your competition is bidding on your brand keywords
If your competitors are bidding on all the terms that relate to your brand, you should be too. You don’t want someone else capitalizing on your brand for you.
And now the second part of the equation: to bid or not to bid on competitor brands?
Evaluate the search volume and competitive density for your competitor's brand terms and decide if it's worth investing in.
How to Integrate PPC and SEO into a Local Multichannel Strategy
Want to attract a local audience? This can be difficult at times, as getting good visibility in the Local Pack organically can be a real challenge and time-consuming.
Patience is a virtue in organic marketing , often frustrating for companies who wait to increase their rankings, all the while watching potential sales dwindle.
PPC is a great way to do this, especially with Google’s new Local Campaigns , which allow you to promote your business across Google Maps, YouTube, and Google’s search and display networks. Paid ads give you the opportunity to jump the queue, so to speak, by leveraging your ad spend to get high visibility early on. These ads give you exceptional coverage across multiple advertising platforms.