Pay per click advertising is a very powerful mode of online marketing. There are several reasons why companies rely on pay per click to achieve their monetization goals. One of those is the branding effect. But is branding better than generic keyword usage in pay per click campaigns?
“Better” is a variable word. How you manage your advertising campaigns depends a lot on your goals and the purpose of the advertising. Are you trying to achieve brand dominance? Then you definitely must use your brand as an advertising tool, but you also have to bid high on your keywords. However, I would not bid on branding terms exclusively. You want to bid high on all of your keywords, generic keywords included.
If you are not going for the branding effect then your branded keywords are not as important. But should you bid on them anyway? It depends.
Is your brand well known? Would people search for your brand online? How many people would search for your brand versus the generic term? If there are a lot of searchers looking for your brand specifically then I’d say bid on the branding terms. If not then stick to the generic keywords.
Thanks for the great post. I had a PPC expert post on my blog to explain it a bit more in depth and how a campaign should be managed. Check it out here:
http://equatorlive.com/blogs/mmmbop/equator-ppc-management-the-cream-of-the-crop/