One of the most common questions that I have received is if it is worth the pain to announce in Google AdWords with key words that are of our own brand or company.
That is to say, if I am a company with name XYZ Company¦ it would be worth the pain to use as keyword company xyz or similar variations in Google AdWords to show my announcements in the finder?
In this article I will share to you on the basis of our experience which are the aspects that you must consider for knowing yes when or when it is not a good strategy for using terms name brand in your campaigns of AdWords. So¦ We go Here!
Table of contents
- Benefits to announce to you with terms of your own brand
- Disadvantages to announce to you with terms of your own brand
- It identifies the situation of your company or client
- Isn't My brand very well-known and it almost doesn't have searches, that I must do?
- Is the competition supplying by terms of my brand? What I do?
- If I do not have organic presence with terms of my brand in Google, it would have to announce to me?
- Already I am in the first place of organic form? It wouldn't be wasting money?
- It experiments
- It measures the results
Benefits to announce to you with terms of your own brand
Before entering detail, I am going to share to you which are the benefits to announce to you with terms of your own brand in AdWords.
High CTR/Under CPC
In 95% of the cases that we have implemented campaigns with terms name brand for our clients the results have been superiors to the general average of the account of the advertiser.
That is to say, the campaigns name brand almost always obtain better results as much in volume of conversions as in costs.
This happens for obvious reasons. When a person is looking for terms of your brand in Google, most probable she is than already she knows and she has more possibilities you of realising a contact. It is why CTR's superiors to 15% or 20% in this type of campaigns is not something outside the common thing.
And as well, as the CTR is an inversely proportional factor to the CPC or cost by click, this causes that normally they are cheaper.
In the image you can see the results of a campaign of one of our clients. And although normally it is recommended to have a campaign name brand of exclusive form, in this case we did it through a group of announcements by simplicity.
We can see that the CTR of the group of announcements of Brand where we have all the terms related to the name of the company has a CTR of the 26,7% (What it is superior to the 19,2% of the average of the account in a 39%) and that the CPC is of $0,76 (What average of the account is cheaper than the $2,81 in -73%)
As you will imagine, this type of metric influences in the return of investment of the campaigns being the most profitable campaign name brand of all for this client (and for many other accounts with whom we have worked)
File of the account
The results that are obtained from the campaigns name brand hit positively in the historical performance of the account of Google AdWords. It is why to create this type of campaigns it can benefit to the other campaigns that are within the account.
Google takes into account the historical performance from the account from AdWords and a campaign name brand can help to generate still more positive results.
It controls the message of your brand
Some cases exist where to supply by key words of your brand it can be an excellent option to personalize the message which you want to communicate with some special promotion or some unique event that you have in door.
In case or you are positioned of organic way, it is probable that the title and description of the SERP or result search are something generic and that it only communicates the basic characteristics of your product or service.
It is why when creating announcements of Google AdWords with terms of your brand you can personalize and control the message as you wish it.
For example, with one of our clients who make festivals and concerts of music, we created announcements for searches of his brand where we in line directed to the users to one landing page exclusive for the ticket sale since the page that is positioned of organic form has more general information of the company (and so it is not focused to the conversion)
Also you can create a much more attractive communication with other aspects of your company as supplies, new products or with that one main differentiator that the organic result is not communicating.
More space in the results search
Another one of the advantages is that you can include a greater space in the results search taking into account that you as much have presence in the organic part as in the phelp one (Google AdWords).
This causes that your brand is more visible in the results search and in some cases you manage to generate a greater volume from visitors to your website.
Also, this can help to downwards move organic results you that you perhaps did not want that they are or that at least you want that they have minor visibility.
A long time ago I worked with a company that had a reputation problem online. Some blogs or newspapers in line had notes that spoke negatively of them. When somebody looked for the name of its brand, these notes appeared in the first results of the search.
One of the strategies that we implemented was to create a campaign name brand in Google AdWords so that some of these negative results had less visibility.
Disadvantages to announce to you with terms of your own brand
The main disadvantage is that you can be wasting your money.
And this applies mainly when good presence of organic form (SEO) in the results is had search.
In that case the logical question would be Why I have to pay by my brand if I already am positioned in Google of gratuitous form?
This point we will see it more ahead in detail ð
It identifies the situation of your company or client
One better form to define if he is advisable or not to announce to you with key words of your brand is to identify the specific situation in which is the advertiser.
That is to say, you must review first if there are other advertisers supplying by key words of your brand, if you are or positioned of organic form or if you want to create a promotion or a different communication.
Next I will show some precise cases to you with the idea that it is easier to define if is worth the pain or not to announce to you with terms of your own brand in Google AdWords.
Isn't My brand very well-known and it almost doesn't have searches, that I must do?
If the brand that you commercialize or the name of your company is not very well-known, then most probable it is than you receive very few clicks and low cost if you decide to create this type of campaign.
This does not mean that for that reason you must disqualify the campaigns. Having these active campaigns for those few users whom they look for to you can help you to generate conversions of quality to very accessible costs.
Is the competition supplying by terms of my brand? What I do?
This is something that has happened to us frequently to some of our clients. A common practice, although not very accepted by many, is to supply by key words with the name of the competition.
This is a strategy that can seem ethical little, but totally is allowed in Google AdWords.
What it is not allowed is to use terms of your competition in the text of the announcement (when is counted on registry name brand), but what yes you can do it is to communicate the message of your product or service when somebody looks for terms of the competition.
In this case you could make two things:
1) Of immediate form, to create a campaign name brand with terms of your own company so that your competition is not the first option when they look for by your brand. (Most probable it is than your competition pays much more that you by these clicks and which probably this cause that their campaigns are not profitable)
2) To contact to your competition and to reach an agreement so that they mutually respect not to supply by keyword of his brands.
If I do not have organic presence with terms of my brand in Google, it would have to announce to me?
Sometimes, when the website of the advertiser is new or they are not had implemented basic strategies of SEO as the discharge of sitemap and it puts labels, it is possible that your website does not appear of organic form with terms of your own brand or company.
For those cases he is recommendable to make the adjustments necessary in SEO to show your website as rapidly as possible of organic form and meanwhile to create a campaign name brand for these users who are looking for to you but that they do not find you.
Already I am in the first place of organic form? It wouldn't be wasting money?
Here the good part comes that it commented to you.
It sounds illogical to think that we would have to pay to appear with our own brand when we are already doing without paying it a single cent through organic form You don't create?
Nevertheless, this logic that in paper sounds well, is not so certain on the basis of a study that realised Google on this subject.
In the study, Google has concluded that when a website is as much in the first place in Google AdWords as in the organic part, 50% of the clicks is increases to them. That is to say, that if we were not paying to appear in Google AdWords, the website could not replace those clicks phelp with more organic clicks. One would be lost around 50% of the originating clicks of AdWords.
And as you can see in the image, the percentage goes off still more to size in which the ranking of the organic results loss to positions of the 2 in future losing until 96% of the clicks.
Nevertheless, it is necessary to take into account that this is a study of Google (and to Google it likes that you invest more: -). Then, the best form to know if this is real or to measure if it agrees or does not agree to announce to me with terms of our own brand for this case in specific is experimenting.
Memory when it worked more in eCommerce for one of the departmental brands met the country my head told me:
Alan, already the majority knows our brand and we are appearing in the first place of organic form¦ Why you want to continue paying by these terms
When he shelp this to me, I showed studies to him as the one of Google that I finish to you sharing and others more than have been realised on the subject. I showed all the benefits to him that creating brought campaigns name brand as the CTR's stops and stops volumes of conversions to extremely accessible costs and until the positive impact that can generate in all the account even though has good organic presence.
Nevertheless, we concluded that the best thing would be to undergo and to prove the campaigns name brand during a time to see which was the true impact in conversions and return of investment.
What happened of this experiment was the following thing¦
We realized that when we announced with campaigns name brand in Google AdWords the volume of click and conversions of organic searches name brand fell enough.
That is to say, many of the clicks that normally were destined to the organic search transferred to the announcements of Google AdWords. In spite of this, we saw that we had a greater number of click altogether unlike when we did not use AdWords for these terms.
Nevertheless, the volume of conversions that generated extra was minimum and almost it was equaled when we took into account the costs that this campaign generated that although was minimum caused that there was not much difference.
So after experimenting, we decided to slow down the announcements name brand since they did not add much value.
In that then there was no competition supplying by key words of the brand, is why we decided deshabilitarlos. Nevertheless, we would have made the opposite if the competition had been supplying since I have mentioned it previously.
This does not mean that if you have good presence of organic form you do not have to supply by your own key words. Rather, which you could do is to experiment and to be analyzing the results on the march.
It measures the results
As you can see, many benefits when announcing to us exist with terms of our own brand. It is why in the majority of the cases we recommended to initiate with a campaign name brand of low budget to measure results.
The final recommendation would be to experiment and in those precise cases where your competition is supplying by your key words, I believe that without a doubt you must announce with terms of your brand.
Something that always you must do is to measure the results correctly. And the best form to do it is with tools as Google Analytics. If accounts with a measurement of objectives or conversions it will not be impossible to know if these campaigns name brand are working correctly or are adding a value added for your business or client.
To experience, to measure, to experience, to measure ð