It's a popular question, and often up for debate with SEM's. The unequivocal answer of course, is...YES!
Here are a few reasons why bidding on brand terms can be beneficial...
Protect Your Brand Presence
By bidding on your own brand terms, you ensure that your ads appear prominently when users search for your brand name. This helps you maintain a strong brand presence in the search results and prevents competitors from occupying that space.
Control The messaging
When you bid on your brand terms, you have control over the ad copy and messaging that users see when searching for your brand. This allows you to craft specific and compelling messages that highlight your unique value proposition and direct users to relevant landing pages.
Defend Against Competitors
If you don't bid on your brand terms, competitors may take advantage of that and bid on them themselves. This means their ads could appear when users search for your brand, potentially diverting traffic and customers away from your website. By bidding on your brand terms, you can prevent this and ensure that your own ads are the ones users see.
Higher CTR's and Conversions
Brand terms often have higher click-through rates because users searching for your brand are likely to be more familiar with your business and have a higher intent to engage or convert. By bidding on your brand terms, you can capture this highly relevant traffic and potentially achieve higher conversion rates.
Bidding on brand terms often results in lower cost-per-click (CPC) compared to non-brand terms since there is typically less competition. This means you can potentially achieve a higher return on investment (ROI) by driving targeted traffic at a lower cost.
Of course, there may be specific cases where bidding on brand terms may not be necessary or cost-effective, such as when your brand has very low search volume or if you have strong organic search results for your brand terms. It's important to evaluate the performance and cost-effectiveness of bidding on brand terms within the context of your specific business and marketing goals.