Clients sometimes present the argument, “Why would I pay to advertise on my brand keyword when I come up #1 for organic anyhow?” Here are 10 reasons to always use your brand name and brand terms as keywords in your paid search campaigns and the smart ways to execute them to get amazing results. A note: if your brand name happens to also be an expensive keyword phrase some of this stuff will not apply. For instance, if your company is called “Car Insurance”.
- Location, Location, Location: You may have the #1 organic result for your brand, but adding another top slot means you can often control most if not ALL of the listings above the fold. Check out this search for “Walmart”. With Sitelinks Ad Extensions, organic sitelinks, places results in the plus box, 3 organic listings (Google’s max default), Walmart controls every result that I see when I search for their brand. [Tell me more…]
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