From the course: Marketing Tips
Why you need to bid on your brand keywords with Google Ads
From the course: Marketing Tips
Why you need to bid on your brand keywords with Google Ads
- [Brad] Hey, and welcome to another episode of Marketing Tips. I'm Brad Batesole, and today I've got a quick tip for you on the importance of bidding on your brand terms within Google. So I've done a quick Google search for Microsoft Office and you'll see that Microsoft is bidding on their own brand. And you might be thinking to yourself, why would I need to bid on my own brand's terms when I already show up number one in the organic search results? Well, it comes down to what your competitors are doing. Here I've done another search for Google Ads, and you'll see that Google is also bidding on its own term, but so is Adobe. And another example, I did a search for Google Analytics, and a competitor is showing up with the first ad slot. So this happens quite a bit in a competitive landscape. Your competitors are likely going to bid on your brand terms which means you need to gain the upper edge so that you can make sure that they're never taking that top slot away from you. Now the truth is, it's a free market and as long as your competitors don't use any trademarked terms within the actual language that shows up in their advertisement, then they're free to bid on your brand name keywords. In fact, you'll often see that competitors will put your brand name in their URL, since that tends to get passed the copyright review. When you target ads on your brand name however, the cost that you pay will always be cheaper than your competition, because you're landing page, and domain name are always going to be more relevant to the target keyword. Within the AdWords bidding structure, it's not simple the highest bidder that wins, and if you wanna learn more about that bidding structure, check out my course right here on AdWords, where I go more in-depth in that algorithm. But ultimately, the relevance of your landing page to the keywords that you're bidding on are going to play a role in not only how high your ad shows up, but how much you pay. So as long as you are the actual brand that you're bidding against, you will always be able to demand a lower price, which means you'll always outperform your competition, and you'll always be paying less for the click, which mean you hopefully will push them out. Now this could create a little bit of a bidding war, and that's competition for you. But if your keywords are that valuable that your competition is willing to pay that much for them, then they're likely just as valuable to you. So I encourage you to take some time this week and go through and set up a basic ad for your top-level brand keywords. Thanks for checking in this week, as always, I'd love to hear from you. So connect with me on LinkedIn, or follow me on Twitter via @bradbatesole and let me know if your bidding on your brand terms. Also, feel free to send a question my way and I might just cover it in a future episode. I'll see you next week.
Contents
-
-
-
Best practices for organizing UTM tags for campaigns5m 26s
-
How to conduct A/B testing with Google Optimize4m 47s
-
Calculate and forecast growth rate using Excel4m 6s
-
Project management tips for agile marketing using Trello3m 42s
-
Data analysis with Google Data Studio3m 52s
-
SQL for marketers3m 6s
-
Why you need to bid on your brand keywords with Google Ads3m 1s
-
How to work with a new sales team3m 5s
-
How to calculate what to bid and spend on ads4m 24s
-
Build a lean canvas with RealtimeBoard5m 1s
-
How to increase email open rates by improving timing4m 14s
-
Searching competitor sites for hidden gems and content2m 51s
-
Use SEO research to generate ideas for your blog content2m 15s
-
Shortcut to quickly generate new Google Docs, Sheets, and Slides1m 17s
-
Advertise in Gmail with Google Ads4m 18s
-
Launch a legally compliant sweepstakes6m 17s
-
Check URL redirects after a site relaunch3m 14s
-
Landing page inspiration with Land-book1m 37s
-
Use Hunter.io to find email addresses2m 14s
-
How to set up Google Alerts2m 53s
-
Growth hacking content using Twitter custom Audiences3m 28s
-
Use Google Shopping Insights for market research3m 47s
-
What is creativity and how do you come up with new ideas?4m 49s
-
Source testimonials from your customers4m 30s
-
Prioritze objectives with the ICE model5m 8s
-
Introduce high-tempo testing in your workflow3m 10s
-
Evaluate your Net Promoter Score (NPS)4m 2s
-
Building better landing pages1m 46s
-
How to improve your local SEO2m 33s
-
Quicky add subtitles to any video with Kapwing3m 20s
-
How to prequalify traffic when running PPC ads2m 56s
-
Identify conversion problems with Google Analytics4m 41s
-
Use HARO to make connections with journalists2m 18s
-
Conduct SEO research by running PPC ads3m 8s
-
Monitor your competitors' websites for changes1m 50s
-
Matchbooks are good marketing3m 43s
-
What is your unfair advantage?3m 56s
-
Sensory marketing: Mental stimulation in display ads3m 26s
-
Geotarget single buildings in Facebook ads2m 53s
-
Automate your LinkedIn networking3m 52s
-
Google image search tips for market research2m 56s
-
Creating animated images with Crello1m 46s
-
Optimizing your LinkedIn profile3m 22s
-
Listing your service or delivery business on Google1m 32s
-
Using Google Trends for market research3m 39s
-