Clients often ask why they should allocate budget to target their own brand in Search Engine Marketing campaigns. Some might assume it’s an area where costs can be spared. Sadly, not. A critical reason lies in the fact that competitors are actively bidding on their rivals’ brand names. Consequently, if you abstain from bidding on your own brand, there’s a significant risk of your competitors’ ads appearing above your organic listing.

In fact, bidding on your brand name tends to be more cost-effective. The Cost Per Click (CPC) is generally lower when targeting your own brand compared to a scenario where a competitor is bidding on your name.

By all means, if you’re content with competitors dominating the top of the search page when potential customers look for your brand, then skipping a brand campaign might seem reasonable. However, for those keen on establishing brand authority and trustworthiness while securing prime online real estate, the recommendation is clear: create a brand search campaign. If you need assistance doing so – contact us!