I would like to know if it worth it to use our brand name as a key word?
For example, for the moment the campaign that works the most (for us) is the one with our brand name and with our brand name key word.
But we pay for this link and if we type our own brand name in google, we will have 2 links:
- one we pay --> with an announce that go to a different page than our home page
- and one we do not pay --> that go to our home page
does it worth it to keep using these key word? or just the same key word with mistakes?
Hi Claude,
Sorry for taking so long to get back to you!
I've just written a blog post on this - it's not quite as straightforward a question as it sounds.
The only way to tell for certain is to use Google Analytics to see how much traffic you get from your brand name without bidding on Adwords, and then turn Adwords on, and see what happens to the total traffic on your brand name. It's the only way to estimate how much of the PPC traffic is additional, and how much is cannibalising your natural search results...
I understand my comment comes a year later, but here goes...
I had a Client once spending £125+ per day on AdWords, from which they used to get circa £900 sales per day.
They were spending on their own Brand Name as a keyword even though they came 1st & 2nd organically. They didn't understand/believe the stats so asked me to prove/test the performance - as you say is it worth advertising your brand even if your already top in organics...
I suggested we pause those ads on their statistically lowest performing day - a tuesday.
Simply put this resulted in a 10th of their usual sales for that day. instead of the usual £900 sales they only got circa £50 sales. A significant drop!
My thoughts on it are... generally, whilst individuals will tell you they never click on the Sponsored Listings, it's not true. Most of us click on sponsored listings more than we may realise. Therefore, in stopping your AdWords you are in effect demoting your Search Engine Placement i.e.instead of showing absolute top of Google your prospect visitor won't see your result until circa 3rd or 4th down the page, on top of this you might even have a Google places shunting you further down still.
So, in answer to your post - yes it's worth doing in terms of 'Coming Top', but only you can figure out whether it's financially justifiable - i.e.Forget traffic count alone, analyse which is financially best for you e.g.whether you're AdWords Brand ad is getting you more ROI than your Organic one?
Hope this helps.
Steve Walters.
e-Business Consultant & Owner Director.
Small Business Helper Limited.
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