Should You Run Search Ads For Your Brand Keywords?

April 2, 2024

Should You Run Search Ads For Your Brand Keywords? | AIA Book in a free 30 minute strategy session

So, you’re wondering: should you run search ads for your branded keywords? It’s a common question that marketers grapple with. After all, these are terms associated directly with your brand – surely organic results should be enough?

Facing facts, digital marketing isn’t ever a piece of cake.

You might believe that if you create an amazing product or service and optimise your website well, people will naturally find their way to you. If only things were so simple…

If we delve deeper into the world of SEO and PPC advertising, running search ads for your branded keywords can offer surprising benefits. But it requires a systematic approach – just like creating high-quality content does not guarantee links, simply having great products doesn’t ensure visibility in SERPs (Search Engine Results Pages).

Let’s dive deeper into this topic, unveiling…

Table of Contents:

Step #1: Getting the Hang of Branded Keywords

Your first step is to truly grasp what branded keywords, or brand terms as they’re also known, are all about. They’re not just any old words; these are your company’s name and popular product offerings that people search for.

They hold immense significance in search marketing because they reflect how visible your business is on digital platforms. In fact, you might say it’s time to expand your understanding of them.

A Bit More Depth On The Head Terms

To take things a notch higher, let’s delve deeper into why these branded keywords matter so much. Turns out they usually fall under head terms which typically have an organic click-through-rate (CTR) between 20% to 30%. Now that’s some serious traffic potential.

If we dig even further down this rabbit hole – those percentages indicate users’ specific intent towards a particular brand name and its products or services. Pretty cool stuff, right?

The Organic Search Impact

In SEO land, using these branded search terms can significantly boost organic reach. Why? Because when users type in specific brand names like yours, it shows familiarity with your business; optimizing for such words helps ensure you appear at the top of relevant searches. Nifty, eh?

Paid Ads And Brand Terms: A Match Made In Heaven?

You may be scratching your head wondering if there’s any point running paid ads for keywords associated with your own branding? After all, won’t customers find you organically through their searches anyway? We thought so too,

BUT WAIT. There are several compelling reasons why investing in paid ads could actually give visibility and conversions a boost. For one thing, bid competition from competitors targeting similar audiences means businesses should consider bidding on their own brands (More info). If we don’t play our cards right via paid advertising campaigns focusing on our own branded keywords, we risk losing potential leads who might end up clicking a competitor’s ad instead. Ouch.

Key Takeaway: Branded keywords aren’t just your company’s name, they’re the words folks are searching for when looking up your products. They’re crucial in search marketing and can have an organic click-through-rate of 20% to 30%. While it might seem counterintuitive, running paid ads for these terms could give visibility a leg-up. It prevents competitors from sn

Should You Run Search Ads for Your Branded Keywords? The Pros and Cons

The Upside of Running Search Ads for Branded Keywords

“Should you run search ads for your branded keywords?” This question frequently arises in the digital marketing world. It’s not a straightforward answer, but let us explore the advantages.

Bigger Online Footprint:

Your brand visibility can receive a significant boost when you bid on your own brand terms through platforms like Google AdWords. This is particularly advantageous if competitors are also bidding on your branded keywords – paid advertisements ensure that you stay in the top position.

Controlled Messaging:

In organic results, what appears in SERPs (Search Engine Results Pages) largely depends on algorithms and SEO practices, which may not always align with a company’s branding or message. However, running search ads for branded keywords gives businesses full control over ad copy – maintaining consistency across different channels.

The Downside of Running Search Ads for Branded Keywords

We’ve explored the benefits; now let’s look at potential drawbacks to help decide whether running these ads is right for your business.

Cannibalisation Risk:

A major concern could be cannibalisation – where paid traffic takes over free organic traffic instead of adding to it. When users who would normally click an organic result end up clicking a paid advertisement instead – this means costs without extra value to overall site visits or conversions. Some companies may start questioning their campaigns targeting their own brands’ names as a result.

Cost Implications:

All clicks come with cost implications, regardless of whether they convert into sales directly from the ad itself or indirectly via other sources such as email sign-ups. This can potentially lead to higher expenditure than initially anticipated by those managing budgets within digital marketing departments.

WordStream’s data analysis shows that a $9,106 AUD investment in branded keywords led to sales worth $271k AUD. That’s a whopping 30 times return on ad spend. But remember, this isn’t something to take lightly.

Key Takeaway: Running search ads for your branded keywords can be a double-edged sword. On one hand, it amplifies brand visibility and ensures message control in SERPs. However, the flip side could see you risking cannibalisation of organic traffic and facing higher costs. So tread carefully, mate. It’s not all beer and skittles.

Decoding Search Intent and Volume

We’re going to tackle how you can crack the code behind branded search intent. Not only that, we’ll also delve into assessing the volume of these searches and their competition.

Dissecting Branded Searches

To begin with, it’s not enough to simply identify your branded keywords. You need to dive deep into them and figure out what people searching for your brand are really after. Are they seeking information or are they ready to make a purchase? Tools like Google Keyword Planner can help you understand popular search terms related to your brand.

Finding Patterns in User Intentions

The next step is identifying patterns in user intentions. For example, someone typing ‘brand + reviews’ might be looking for opinions before making a decision, while ‘brand + location’ could indicate an intention to visit a store. Once you’ve figured this out, tailoring your ad copy becomes easier: information seekers get content that educates, while potential buyers see promotions or discounts.

Determining the Volume and Competition of Searches

Beyond deciphering user intent, gauging the volume of people searching for your branded keywords is crucial when considering running ads on these terms. High volumes suggest many potential customers, but they may also indicate stiff competition from other advertisers bidding on similar phrases.

A tool such as SEMrush’s Keyword Research Tool provides estimates on how often certain words are searched per month, along with competitive density scores – providing insight into how contested these keywords are among advertisers.

Gauging Cost Against Benefit

So, we’re back to the start – is it worth bidding on branded terms? You’ve got to balance cost and benefit, particularly with high-demand phrases that can drive up bids. Sure, topping the search results for questions including your brand name has its perks; but remember, this could come at a hefty price.

Key Takeaway: Cracking the code of branded search intent involves more than just identifying your keywords. Dive into the nitty-gritty, figuring out what users really want – are they info-hungry or ready to buy? Tools like Google Keyword Planner and SEMrush can help you spot patterns in user intentions, estimate search volumes and competition levels. But remember, running ads on these

Boosting Your Game: Maximising Organic Listings and Clicks

We’re not just talking about getting your site listed organically. We’re talking about making those listings work harder, driving traffic like a pro, and getting users to click on your content.

Raising the Bar with Organic Listings

Your organic listing is more than just a name in lights; it’s an open door to your website. But here’s where you can get clever – using sitelinks to guide visitors straight to the good stuff.

Sitelinks are bonus links that appear under your main search result, taking users directly to relevant parts of your site. This helps them find what they want faster, keeping them happy and engaged for longer.

To ensure Google gives you these bonus links, make sure your site has clear categories or sections so it knows where everything is. For more information on sitelinks, check out Google’s guide on structured data types for a sitelink search box.

Amp Up Your Brand Traffic Organically

If someone is searching with branded keywords – congratulations. They already know who you are (and probably love you). Give them the satisfaction they seek.

Include branded keywords in your meta descriptions and title tags to catch the attention of users specifically looking for you or what you offer. If you want some solid advice on crafting compelling title tags, check out Moz’s comprehensive guide on crafting compelling title tags.

Nailing More Clicks With Content That Counts

The words you use matter when it comes to maximising clicks from organic listings – especially if those words include strategic keyword usage (like branded ones).

Good content catches the eye, and posts that answer everyday questions usually climb up in SERPs (Search Engine Results Pages), boosting your click chances. Keen to rank higher on Google? Check out this Ahrefs article for top-notch tips.

Key Takeaway: Rev up your organic listings by not just making the cut, but also driving traffic and scoring clicks. Get savvy with sitelinks to steer visitors directly to your site’s prime content. Capitalise on branded keywords in meta descriptions and title tags for those already familiar with you. Make every word count – quality content that answers everyday queries can catapult you higher in SERPs

Why Paid Search Ads are Crucial for Branding

If you’re keen to strengthen your brand’s online presence, paid search ads can give it a real boost. They amp up visibility in the SERPs (Search Engine Results Pages), making sure your business gets noticed and pulls in potential customers.

Paid Ad Campaigns: Are they Worth It?

Bidding on branded keywords – terms that include your company name or specific products – is often seen as an effective strategy. You might think if you’re already ranking organically for these words, why cough up more cash? The answer lies within the competitive nature of SERPs.

When brands stop paying for their own branded keywords, nearly half of the traffic from paid listings doesn’t convert to organic clicks. This shows just how vital paid ads are when it comes to driving qualified leads and keeping control over brand messaging.

Taking Charge of Your Brand Story

A significant benefit of using paid ad campaigns, especially with branded keywords, is having full control over your brand story. You get complete say-so over elements like headlines and descriptions; so you can tailor them precisely to align with current promotions or branding messages.

In addition, by leveraging site link extensions within Google Ads platform, advertisers can direct users straight towards targeted landing pages such as ‘Contact Us’, ‘About Us’, or specific product offerings – further enhancing user experience and potentially boosting conversion rates.

Rising Above the Competition

If other companies bid on your branded terms (which happens quite frequently), having a well-crafted paid search ad at the top of SERP helps maintain visibility amidst competition. It also ensures prospective customers see accurate information about your business first-hand rather than getting swayed by competitor narratives which may not always be favourable.

Being placed at number one position on SERPs has been associated with high click-through rate – making this placement even more critical when it comes to managing perceptions around popularly searched-for brands.

The Dynamic Duo: SEO & PPC

Just zeroing in on organic SEO might not cut it.

Key Takeaway: Investing in paid search ads for your branded keywords isn’t just about driving traffic, it’s also a powerful branding tool. They boost visibility on SERPs and give you the reins to control your brand story. And if competitors are bidding on your terms, having an ad up top keeps you front of mind and ensures customers get the right info straight from the horse’s

Protecting Your Brand Online

Your brand is your fortress, and it’s time to strengthen its defences. We’re not just talking about legal paperwork here – let’s take control of the digital landscape.

When you bid on your own brand terms in search ads, you create a barrier against sneaky competitors eyeing your brand clicks.

A Firm Grip On Your Own Turf

Bidding on branded keywords is like putting up a big ‘no trespassing’ sign at the top of Google’s search results page. You ensure that customers searching for you don’t end up getting lost somewhere else.

The beauty of this approach isn’t just theoretical. A Google study revealed that 50% of ad clicks with a top-ranked organic result are incremental. In other words, half of the paid advertising clicks might not have happened without PPC campaigns.

Holding The Reins Of Perception

We all know how crucial first impressions can be – especially online, where snap judgments reign supreme. Running PPC campaigns using branded keywords gives you more control over these critical moments than ever before.

This strategy not only helps keep trademark infringement at bay but also provides invaluable insights into user behavior during brand searches. It shapes future marketing strategies based on real-time data analysis rather than guesswork or hasty reactions to crises or competitor moves.

Squaring Up The Costs And Benefits Of Branded Keyword Advertising

Cash-conscious? Bidding on your own brands might seem like an unnecessary expense, but consider it as insurance – protecting yourself from unforeseen circumstances affecting your virtual assets.

Worried about costs? Don’t stress too much. AdWords’ auction system works in our favor here because high relevance equals low CPCs due to less competition vying for the same space.

And finally, let me leave you with this nugget: These types of advertisements typically have higher conversion rates given the nature of consumer intent behind these specific types of searches. Thus, they potentially offer better return on investments long-term compared to other forms of paid media outreach efforts, despite the initial upfront costs associated with campaign setup and management fees.

Key Takeaway: Think of bidding on your branded keywords as a virtual ‘no trespassing’ sign, shielding your brand from competitors. Not only does this strategy help keep the poachers at bay, it also gives you valuable insights into user behaviour and shapes future marketing strategies based on hard data rather than guesswork. Sure, there’s an upfront cost to consider – but with typically higher

Keyword Bidding & Budget Considerations: A Deeper Dive

Making the most of your digital marketing budget is paramount – and that begins with setting appropriate bids for branded keywords. Setting the right bids for your brand’s keywords is essential to making the most of your budget. It all starts with setting appropriate bids for branded keywords.

Taking Keyword Bidding Up a Notch

We’re discussing the contrast between worth and cost per click (CPC) when we converse about keyword bidding. Now, this is where branded keywords come into play. They’re like gold dust in the world of conversions and they can lead searchers directly to your choice of landing page without breaking the bank.

Your PPC account isn’t just there for show either; it’s an invaluable tool that helps keep track and adjust these bids as needed. Think of it as your personal watchdog – always on guard against overspending while ensuring optimal campaign performance.

Bids needn’t be set in stone though. If a particular branded keyword isn’t pulling its weight ROI-wise, don’t hesitate to consider other options or lower the bid until things pick up again.

The Power Behind Keyword Offers

A well-crafted keyword offer has serious pulling power. Imagine having something so enticing that not only improves click-through rates but also turns visitors into paying customers once they land on your site.

To make sure this happens at just the right time for maximum impact, aligning offers with specific keywords becomes essential. Done correctly, this tactic maximises ROI from every dollar spent on pay-per-click advertising campaigns while minimising wastage caused by irrelevant clicks or impressions.

Brand Keywords: Your Secret Weapon

Influence buying decisions? Check. Control online brand perception? Double check. Branded keywords are more than just buzzwords; they’re gatekeepers guiding prospective clients towards relevant product information hosted across various landing pages.

This makes them indispensable parts of any digital marketing strategy since maintaining visibility within increasingly competitive markets relies heavily upon effective use of proprietary terms.

Striking the right balance between optimizing for generic and proprietary terms is key to SEO success. So, always stay alert for

Key Takeaway: Think of your budget as the king in digital marketing’s chess game. Keyword bidding is like setting up your pawns, with branded keywords being the queen – valuable and versatile. They guide customers straight to you without emptying your coffers. Your PPC account? That’s your knight, guarding against overspending while optimising campaign performance. But don’t be afraid to

Revamping Your Ad Copy & Extensions

We’re diving into the deep end of digital marketing, and our mission is to make your ad copy and extensions shine. So, let’s get cracking.

Moulding Engaging Ad Copy

Your text ads are the face of your brand in search results. To stand out from the crowd, you need to understand who you’re talking to – especially those already familiar with your product or company name.

The trick is simple: craft a headline that turns heads. Use branded keywords for added relevance and visibility on search engines like Google. This reassures users they’ve hit the jackpot when they see your ad pop up in their searches.

When it comes to description lines, focus on what makes you different – the benefits or unique selling points that put competitors in the shade. Don’t forget a strong call-to-action (CTA) phrase like ‘Shop Now’, ‘Discover More’ or ‘Start Today’. It’s all about encouraging engagement and boosting click-through rates sky-high.

Leveraging Ad Extensions

You might think of ad extensions as bonus features for Google Ads campaigns – extra information about your business that costs nothing but can deliver big-time returns by making ads more informative and enticing.

Sitelink extensions are a perfect example; these handy extras allow advertisers to add links leading directly to specific pages on their website within an ad itself. They provide fast-track access to relevant content without having users navigate through entire websites first.

‘Callout’ along with structured snippet extensions help showcase special features or range of products/services respectively; thereby increasing credibility while offering valuable insights into what sets your brand apart from its peers. Including these elements gives ads greater visibility, improving overall performance metrics including click-through rate (CTR), conversion rate, and more.

Pumping Up The Volume:

  1. Variety Is The Spice Of Life: Don’t just create one version of an advert but several variations using different headlines, descriptions, etc., then test them against each other to see which performs best.
  2. A/B Testing: It’s all about comparing two versions to figure out which one works best.
Key Takeaway: Rev up your ad copy and extensions to make a splash in the digital marketing pool. Grab attention with catchy headlines using branded keywords, highlight unique selling points, and include a compelling call-to-action for sky-high click-through rates. Use ad extensions as freebies that add value to your Google Ads campaigns by making them more informative and enticing. Don’t forget to mix it

Step #1: Track and Measure Your Branding Searches

It’s not just about running them, but understanding how they’re performing.

Monitor Key Metrics

Observe metrics like impressions, clicks, CTRs, conversions and costs to gain insight into the success of your ads. These figures will provide valuable insights into the effectiveness of your ads.

Maybe it’s time to alter something if an ad has a great click-through rate (CTR) but a low conversion rate? Perhaps there’s something off-putting once visitors land on your site?

Tracking and Measuring Performance

To excel at tracking, you need quality tools. Check out WordStream for insights into Google’s Quality Score, which impacts advertisers’ cost per click (CPC).

However, this is a challenging undertaking. Maintaining a top-notch PPC account requires effort. But trust me, using data-driven decision making allows marketers to identify areas where they can enhance their campaign strategies based on real-time results rather than mere guesses or predictions.

Analyzing Click-Through Rates and Conversion Rates

According to Neil Patel, “A high CTR coupled with a low conversion rate could indicate that although people are initially attracted, they fail to follow through once they land on the site.”

I believe he’s onto something. So, if both these numbers consistently remain high, it validates the effectiveness of our strategy and justifies continued investment in promoting brand-specific keyword searches through platforms like Google Adsense.

Determining Return On Investment (ROI)

The ultimate goal is to maximize profits while minimizing expenditure, all while ensuring satisfactory levels of customer satisfaction. This requires constant vigilance and regular tweaking to stay abreast of changing market conditions and ever-evolving consumer trends, ensuring long-term success and survival in the online business world today.

Key Takeaway: Keep a keen eye on your search ads’ performance, mate. Tracking metrics like impressions, clicks and conversions can give you the lowdown on how well they’re doing. If an ad has lots of eyeballs but no follow-through, it’s time for a tweak. Use top-notch tools to make data-driven decisions – don’t just have a stab in the dark

FAQs in Relation to Should You Run Search Ads for Your Branded Keywords

What is one benefit of running search ads for brand keywords?

Running search ads for brand keywords can boost your visibility in SERPs, giving you control over the messaging that potential customers see first.

Should I bid on my own brand keywords?

Bidding on your own branded terms helps to protect against competitors attempting to rank above you. It’s a way to secure top ad position and direct traffic effectively.

How much should you spend on branded keywords?

The spending depends on factors like competition, ROI, and budget constraints. Analyse performance data regularly to ensure efficient use of resources.

What is one benefit of running search ads for brand keywords? They always appear first in the search results above other ads?

This prominence ensures maximum exposure, helping increase click-through rates (CTR) and driving more qualified leads towards your landing pages.


Branded keywords are more than just a name – they’re a crucial part of your digital marketing strategy.

The power of search ads for these terms cannot be underestimated, as they offer increased visibility and control over messaging.

However, it’s not always smooth sailing. One potential pitfall to watch out for is the cannibalization of organic traffic.

Before making any decisions, it’s important to analyze the intent behind branded searches, assess volume and competition, and then make your move.

Remember to also leverage organic listings, as they can drive significant traffic when optimized correctly.

Paid search ads are more than just click-bait – they reinforce brand messaging while enhancing SERP visibility.

Safeguarding your brand online is not optional; it’s mandatory. Don’t let competitors bid on your brand terms!

At Australian Internet Advertising, our expert team will help you navigate through this complex landscape.

Whether you should run search ads for your branded keywords or how to optimize ad copy and extensions effectively, we’ve got you covered!

Our data-driven approach ensures maximum ROI from every dollar spent on advertising.

Billy P.

About The Author

William Polson founded Australian Internet Advertising in 2013 and has over 12 years of experience immersed in Digital Marketing.

With an in-depth level of digital marketing knowledge, William has been sort after by and worked for, many large national brands including Subaru, Blooms The Chemist, and Nova 96.9.

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