Should I Bid on Branded Keywords or Trademarked Keywords?


Hi. Today, we’re talking about should I bid on
my brand name or my company name inside our PPC or Google Ads account? By the end of this video, we’ll tell you if
you should or should not be bidding on your brand name. Stay tuned. Hi, I’m Mike Mancini with PPCVideoTraining.com,
and if you’re interested in PPC or Google Ads videos and training, do us a favor and
hit the subscribe button below and the little notification bell next to it so you’ll be
notified as we do release new videos each and every week. So, to get back to why we’re here, should
you be bidding on your brand name in your PPC or Google Ads account? Let’s give you some reasons why you should,
but stay tuned for the most important one, which I save for last. Number one, you can actually, if you do bid
on your brand, you can dominate the search results page. What do I mean by that? When I talk to a lot of clients about bidding
on their brand name, a lot of the pushback I’ll get is, “Well, if somebody types my name
up, I’m coming up number one in the organic results, anyway,” and that’s great. The problem with that is, is that typically
now there are other results above that, whether they are ads, whether they are Google Business
listings. Whatever it might be, sometimes people don’t
get all the way down to those organic listings. And I hate to tell you this, but if you’ve
ever followed your organic listings, the ranking of it, and most people don’t know how to do
this accurately. But if you’re actually following with your
ranking, some days we’ll see our website in the number one position if you type in PPCVideoTraining.com. However, there are days where Google’s algorithm
goes through a change and it disappears completely. Now, it might only disappear for a couple
hours, it might only disappear for a day or two, but it has disappeared. What happens if somebody is looking for us
during that time? We want to make sure we’re coming up number
one in the organic as often as we can be, but also that we’re putting our name and brand
up there in the ads as well. So, that is the first thing that they see. So, the majority, we would love to have all
of the listings on the first page, but we know that that’s not possible. But we’d like to have obviously as many as
we can so when somebody is looking for us, it shows that we might have a little bit of
authority. Make sense? The next reason could be cost per click. Now, some people I know are bidding a lot
for competitive keywords that maybe an electrician or a service business or a product, that maybe
a lot of other people are advertising, therefore the cost might be pretty expensive. But if you are bidding on your brand name
and you’re taking people to a domain with your brand in it, there’s probably going to
be a pretty low cost per click. In fact, a lot of the times you’re going to
find that might be 10, 20, 30 cents, maybe it’s a little bit more, but that is targeted
traffic that you are driving to your campaign. And in the past, to be honest with you, its
pennies compared to what you’re spending on the rest of your campaign. Why not get those clicks and possible turn
them into customers, making it extremely easy for those people to find you? Next one, cost per acquisition. Maybe somebody is looking for you because
they are looking to make a purchase. Maybe they are just trying to find out more
information about you because they saw you may be on YouTube or someone else, or they’re
checking out your company, whatever it might be. If you can drive somebody to your website
that much easier, you’re bringing your cost per acquisition down. Some people could be really, really close
to a conversion, and you might just be putting your ad in front of them at the right time. It could be that tipping point, and in your
ad, you could present something that might tip them over the edge. Whether it’s an offer, whether it’s a coupon,
whatever it might be. Use those ads to your advantage. Use them to tip that person right over into
a conversion. Next, this one kind of goes along with the
previous one, but do you have something that you need to tell your customers about immediately? Perhaps you have a sale that’s ending soon. Perhaps you have a new offer or a new product,
or a new sale that just started, or a new coupon code. Whatever it might be, you can basically put
those ads up, have them approved within a couple of hours, and have them showing to
anybody that’s searching for your business. Let them know that you have the newest and
greatest thing to offer, or the best prices, or new pricing, or a new offer, whatever it
might be. Use that as a platform or as a billboard to
let people know what you have to offer. The next one, you can actually improve the
health of your PPC or Google Ads account. Now, somebody may be asking, “Well, how does
that work?” Let’s say your account is underperforming. Maybe you have really low-quality scores,
it’s just not performing very well, your cost per clicks are going up, you’re getting fewer
conversions. Your campaign seems to just kind of be going
downhill. Well, if you do have a campaign where you
set it up as a branded campaign, those are typically easy conversions. Therefore, the more conversions you get at
a lower cost per click, you’re going to be bringing that part of the campaign up, which
can bring your overall account health up as well. So, it’s easy conversions. It will kind of help, hopefully, even out
your account a little bit if it’s starting to go a little bit negative. Now, before I reveal the last one, if you
have any ideas of reasons why you should or should not bid on your branded key terms,
do us a favor. Leave it in the comments below. Love to hear any suggestions or ideas that
you might have. Now, the last one and what I think is one
of the most important ones is competition. And what I mean by that is, chances are your
competitors are actually bidding on your brand name as well, and yes, this is totally legal. And some people will say, “Well, no. They can’t bid on my name. They can’t use my name at all.” If my company is PPCVideoTraining.com, can
somebody else bid on that term? Absolutely. They can bid on it as long as they don’t use
my name in any of their ads or ad copy. Make sense? They can bid on that and they can show their
ads up there with me. And some people will say, “Well, how is that
even legal?” And if you think about it, now for those of
you I might be dating myself a little bit here. But with the Yellow Pages, back in the day,
when somebody would look in the Yellow Pages for pizza delivery companies, you go back
to the P section, find pizza delivery or pizza, and there’s 20 ads of businesses looking right
at you. Anybody can purchase the biggest ad if they
want to pay for it, so it’s just like that. Anybody can purchase your brand term or keyword,
as long as they don’t use that in their ads. But your competitors are probably doing it
for you. Do you think you should be doing it for yourself? You want to make sure they’re coming up above
you if you just start depending on your organic listing. They’re coming up above you as far as the
one, two, three and number four ad section. So, don’t you want to make sure that you’re
coming up above them there so that you’re coming up at the top? They might have an ad, but then you’re coming
up first in organic. See what I mean? It’s a cheap, easy way to help fend off some
of your competitors. Okay, so if you’re interested in true step
by step Google Ads setup and optimization training, head on over to PPCVideoTraining.com. We have a link to that in the description
below, and you can find out more. If you’re interested in more content like
this, to your right you should see another video about how many keywords you should have
in your Google Ads account. Hope that helps. Let us know if we can help out in any way. Thanks for watching.

2 comments

Do you have other reasons to use (or not use) branded keywords? Let us know in the comments below.

Just bought the course, it is awesome. I have a window business and I am using it to generate leads. I like the detail that Mike goes into and the way the course is organized is very easy to find what you need when you need it. Great job Mike!

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