When I started in the fantasy world of online advertising, I began to wonder why big companies such as Google and Apple appear in the organic and paid search results.
We may think that these companies simply do not need to pay to appear on the first page. As such, these companies do not have the need to pay to continue to appear in the first position as their websites are already very well referenced. But such a practice is part of a branding campaign on search engines.
The goal of a branding campaign on search engines is very simple: increase the visibility of a company through its brand image. This can be achieved through PPC (pay-per-click) campaigns on Google AdWords or Bing Ads.
To understand why a company should focus on its own brand for its online ad campaign, four main reasons were selected.
Increase your visibility and traffic of your brand
It may sound strange to say that Google or Apple will use their branding campaigns to increase their visibility, but it is true. The more visibility is optimized, the more the traffic on the website has a chance to be increased. According to a report by Bing, the number of clicks on a website is higher when it is in the top results of natural and paid searches.
According to a Google study, it was discovered this time that 89% of visits from advertising are not replaced by “natural” visits when the ad is paused. Branding is an important asset for any business because it ensures a certain visibility and traffic. It must also be said that advertising provides a better brand image for companies when they appear at least three times in the results of search engines.
If a company does not potion itself on its own brand, it is quite possible that a competitor will use the brand themselves. Indeed, Google AdWords allows you to position the brand of a competitor by including it as a keyword. Although it is not possible for an advertiser to use the brand in its own ad text, its ads can still appear if a bid was put on the keyword of the brand.
Take the example of the CMS WordPress that has protected its brand on Google. The first Shopify ad shows that the company could use the WordPress term in its ads. A special request to Google has certainly been made by Shopify. However, the third ad does not use the keyword WordPress in its announcement but only inserted WP in its URL. Wix knew how to position itself on keywords and can expect to earn clicks that way.
Fortunately, WordPress has also positioned on its own keyword (second advertisement) creating a branding campaign. It is interesting to see that the famous CMS is not the only one to use its brand name on Google AdWords.
Improve the quality level of your branding campaigns
One of the positive elements when an advertiser uses their brand is to have a very high quality of keywords on Google AdWords. Indeed, it is not surprising for a company to have a score of 10/10 on keywords using its company name.
Although Google states that the accounts do not get an overall quality score, some experts, such as Larry Kim (founder of WordStream), believe that high quality keywords can only be beneficial to a Google AdWords campaign. Keywords with a high quality usually have a great CTR and thus allow a positive effect on other keywords.
Google also confirms that the new keywords in a campaign will not be evaluated from scratch. Information regarding other keywords, ads and landing pages are included. If all the information is of good quality, the new keywords will be evaluated as well as.
Use a branding campaign can thus enable a company to improve the quality of its keywords and their ads.
Conclusion: Stay in first position using your branding campaign
A branding ad campaign on search engines can be very positive because it can increase visibility, increase traffic, avoid loss of clicks in favor of a competitor and improve the quality of its keywords on the PPC campaign. Building on the keywords is possible at a low cost because no other company could be more relevant than yours in the eyes of Google.
Finally, one of the last advantages of branding campaigns is the ability for a business to always stay in first position on the search engines. Even if you already have an excellent SEO, know that 40% of users do not know that Google AdWords ads are advertisements. So, you better make sure to be present in the first position than leaving room for someone else.
If you still have questions about the campaigns of branding or advertising in general, feel free to contact us!
Do not hesitate to contact us at 514 437 4245 if you would talk to an expert who will answer all your questions.