Every business is looking for ways to boost PPC performance and come up with a magical formula that creates leads and sends sales soaring. Bidding on brand is a hotly debated subject in the world of digital marketing. In this article, we’ll explore the benefits of bidding on your company name to drive traffic, increase the quality of leads and improve ROI (return on investment).
The benefits of bidding on brand
If you’re planning to launch a pay-per-click campaign, or you’re looking to make changes to an existing strategy to enhance performance, it’s worth considering these key points before you make any final decisions. Here are some of the most significant advantages of bidding on brand in the field of automotive marketing:
Competition is fierce in the automotive industry, and there are dealerships all over the country vying for clicks. Bidding on brand can help you compete and outshine your rivals. Ranking highly organically will not stop your competitors from bidding on your name and appearing first on search engine results pages.
2. Dominate the search engine results pages
Search engines play a crucial role in connecting buyers with sellers. By bidding on brand using Microsoft and Google advertising, you can offer prospective clients multiple options, increasing your chances of them landing on your content and clicking on your adverts. Having a presence on both the organic search results section and the paid ads column can also underline your position as a prominent force and increase trust levels. Buyer confidence is essential when talking about purchasing cars.
3. Take control of your messaging and improve content quality
Organic copy can be bland and lack targeted CTAs (calls to action) and compelling, persuasive language. By bidding on your company name, you can control your messaging and create more engaging content with a strong CTA to encourage clicks.
4. Create exciting, effective ads with A/B testing
A/B testing is an excellent way to modify and improve sales messaging and content to cater for specific audiences and respond to trends revealed by data analysis. With the right information and a healthy dose of creativity, you can produce engaging, exciting ads that will help you generate sales.
5. Add extensions to provide more information
If you bid on brand for paid search ads, you can add extensions and provide more information for web users looking to buy. For car dealers, it’s incredibly beneficial to offer more details about makes and models and include information that up-sells and showcases the dealership. You can include links to different landing pages, provide contact details and social media handles and give a better insight into what you can offer that client.
6. Low cost
Marketers and business owners are looking for cost-effective marketing strategies. If you’re bidding on keywords, you want to find keywords that have clout that don’t cost the earth. Your company name could be the answer. You can bid on your brand, as well as your URL and specific products you sell.
7. Capture buyers close to the point of purchase
Web users who are already searching for your brand name have an interest in your business. Bidding on your brand enables you to capture buyers closer to the point of purchase to increase the chances of conversion.
Bidding on brand can be hugely beneficial for car dealers looking to promote their business, generate more leads and boost conversion rates. With this strategy, you can target buyers who already have an interest in your business, provide more information and create more engaging and exciting adverts and dominate the search engine results page.
After being involved with digital marketing for over 25 years and holding several senior and directorial roles in digital marketing, it comes as no surprise that Dave is widely regarded as an authority on paid search and PPC in particular.