There is nothing wrong with occasionally questioning some of the daily routine chores. We often get a better understanding and can even gain profitable insights. You probably wonder why it is important to bid on brand terms, particularly when your brand holds down the top spot in SEO. You are not alone; most PPC marketing managers question the duty from time to time. It seems sensible that a customer who is looking for your brand term will click through to your website. So, why waste good money on a wasted click? The visibility is already fairly high.
It is a cost sensitive question. No marketing manager has a sugar daddy and marketing budgets can be pretty tight. Those brand terms used in PPC are expendable if sales can be found elsewhere. They become quick victims of any budget cuts. Nevertheless, do not assume SEO is going to attract PPC traffic all of the time. It makes good sense to test the impact and not always work on a guess. Consequences of not bidding on those brand terms will differ depending on the degree of competition, and the client.
Brand Bidding Has Changed a Bit
Remarketing Lists for Search Ads (RLSA) has made an impact on brand bidding and you can test brands, and any audience driven product, in your PPC accounts. More is known about whoever is searching, and you don’t have to be as concerned about taking action on what a consumer is looking for. There is now sufficient data to know if a group of people are not serving a given ad; additional information gathering is not needed. Instead, the emphasis has to be on which ad will be presented to the buying public.
Let’s take a hypothetical brand, “New Product Communications,” which is a brand providing television, phone, broadband, and also mobile services to its customers and clientele. A traditional brand test would be an ad with the term “product communications”. An alternative would be to not show an ad and follow up by measuring what the impact of doing this might be in the final results. Qualifiers might include a given period of time, geo-targets, or an hourly approach to the test. The ad copy itself would remain the same in all cases.
That is yesterday’s test approach. Audience-led searches make it possible to ascertain if an existing customer is looking for “product communications”. The next step determines the kind of customer; if this person is television only, or perhaps just mobile services. The new information will make the display of a PPC ad based on brand terms more valuable for retention, upsell, customer acquisition, or all three.
Noting the New Value
Current customers will be able to see cross-sell messages instead of just available products only. Those who have the entry level offering can be exposed to upsell messages. Referral schemes are supported with site links and the customer service is enhanced. The value of the brand term becomes greater as audience data is employed to fine tune communication. It doesn’t stop here, either. Audience-led searches and RLSA can also be used with brand terms to include the exclusion of existing customers. Budgets then become more focused on purchases, announcing new product offerings without angering present customers who are not eligible for any discounts. A product specific ad, developed on previous on-site activity, can be shows to a prospective customer. Existing customers can be given the opportunity to have deep-links to the login pages of the account.
Granularity and specificity derived from using RLSA can be crossed out with an on-off test to check on brand term value. Customer KPI will influence the strategy for brand terms in the PPC. Measurement will be essential because everything must be backed up by data. Clients will, no doubt, reconsider the value of brand terms in PPC with the new information. This will be helpful since CPCs are now increasing in use. Being as close to the audience as possible will drive desired returns. Brand terms will take on a greater role in delivering the goods. A smart PPC manager will take note of their value and think of them as more than just routine parts of the project.