Should You Bid on Branded Terms for Search Engine Marketing in Texas?

When it comes to building your online presence, you have two main options: Search Engine Optimization and Search Engine Marketing, also known as PPC advertising. While search engine optimization is generally “free” (besides the time and manpower it requires), search engine marketing requires a financial investment from businesses.  At its most basic, search engine marketing in Texas and elsewhere requires businesses to bid on certain search terms so their ads show up at the top of the search results for those terms. The cost for each term varies, so businesses generally try to target search terms that are a combination of affordable and likely to reach their target audiences.

However, within the world of PPC advertising, there is some hesitance by some businesses to bid on branded terms (search terms that include the name of their business). After all, companies wonder, won’t they show up in the organic search results for these terms without needing to spend precious financial resources on them in search engine marketing?

While this concern is a valid one, there are a number of reasons that companies may still wish to include branded search terms in their search engine marketing, within Texas and elsewhere.  

Bidding on branded terms allows your search engine marketing in Texas to feature new products quickly.

Introducing new products and services is an exciting and critical time for any business. Getting those new products in front of target audiences quickly can be the difference between a successful product launch and the quiet retirement of an item that simply isn’t working for your business.

While there are many strategies to use to promote these new products, one that can more quickly get your products in front of customers is bidding on branded terms during search engine marketing in Texas. This strategy works because it immediately gets your ad in front of your target audience. You do not have to wait for search engine optimization, website content, or other marketing efforts to take effect. You simply bid on the branded terms that include your new product and enjoy seeing your ads, proudly linking your brand and product lineup, at the top of the search engine results.

Bidding on branded terms during search engine marketing in Texas combines affordability and exposure.

Some search terms can be quite costly to include in a search engine marketing campaign. For example, terms that are very popular tend to cost more than do terms that are less popular. Finding the middle ground between affordable and popular is one of the secrets to a successful PPC campaign.

Branded terms tend to fill both of these requirements very nicely. Because few companies want to bid on terms that include your brand name, they tend to be very inexpensive for your business to bid on. At the same time, they allow you to put your business in front of your target audiences.

Specifically, bidding on branded terms allows your paid ads from your search engine marketing campaign in Texas to show up alongside your presence in the organic search results for your brand. Everywhere potential customers look, they see your business.

This phenomenon, called dominating the SERPs, allows you to earn double exposure for your business. As a result, it is often worth bidding on your brand name, even when your company already shows up in the search results.

Bidding on branded terms during search engine marketing in Texas prevents competitor interference.

Sometimes, competitors will try to get their business in front of your target audiences by bidding on your brand name during their PPC campaigns. Avoiding confusion for your potential customers makes it worth it to bid on your branded terms. When the only company people see when they use their brand name is yours, they are more likely to associate your company with your brand and therefore reach out to you when they need your products and services. Being able to preserve your brand name for your company inexpensively is an added bonus that makes bidding on branded terms a smart move for your search engine marketing in Texas.

Bidding on branded terms during search engine marketing in Texas gives you access to high-quality leads.

One of the goals of a search engine marketing campaign in Texas is to attract people who want the products and services you offer. This is one of the factors you consider when choosing which terms to bid on: You want to select terms that will be used by people who are interested in the products and services and unique value that your business delivers.

Bidding on branded terms is one way to gain access to high-quality leads. People who are searching for your company name probably already know a little bit about your business and want to explore your company more specifically. Allowing them to easily find your business through their search encourages these people to quickly access and engage with your business.

Bidding on branded terms during search engine marketing in Texas can be a smart strategy for a number of reasons. Doing so, for example, can allow you to feature new products more quickly, present an affordable way to earn more exposure for your business, prevent competitor interference, and give you access to high-quality leads. If you want help with your search engine marketing in Texas, including using branded terms to your advantage, please reach out to WEBii. We can help you craft a campaign that is tailored to your business and that works for your unique needs.

By the way, here is a search marketing ads grader called WordStream. It might be helpful as you assess your PPC campaigns.