Many clients ask us why they should advertise on their own branded term in Google Ads. After all, they already have a top organic ranking for this search query, so why pay for clicks on an ad? However, there are several benefits to advertising on your own branded term that should be considered.
1. Branded keywords have a high relevance, resulting in low cost per click.
Branded keywords are the most relevant keywords in your account, which means they have a higher Quality Score. This results in a lower cost per click, so you won’t have to pay the highest price for your branded clicks.
2. They positively impact your account’s Quality Score.
Since branded keywords are highly relevant, they have a positive impact on the Quality Score of your entire account. This means that your non-branded keywords will have a higher ad ranking and a lower cost per click.
3. Competitors can advertise on your brand.
Even if you choose not to advertise on your brand, your competitors can still use it as a keyword in their account. This means that a potential customer searching for your brand may see a competitor’s ad first, as these will show up above your organic ranking.
4. You have more control over your messaging.
While you can instruct Google with meta tags on what to show in your organic listing, there is no guarantee. By having your ad show first, you have more control over the messaging you want to promote. This allows you to add offers, promote different USPs, and test different landing pages.
In conclusion, advertising on your brand name gives you more control and has a positive impact on the performance of all keywords in your account. And with the relatively low cost per click, it’s a no-brainer decision.
