Paid search advertising has become a crucial part of digital marketing, enabling businesses to reach their target audience and drive traffic to their website. With the increase in competition for online visibility, it has become more important than ever for businesses to leverage all possible tactics to increase their chances of being seen by potential customers.

One of the most effective tactics that businesses can use to improve their paid search strategy is branded keywords. Branded keywords are search terms that include the name of the company or its products or services. In this blog post, we will discuss why branded keywords are essential for your paid search strategy and how they can benefit your business.

1. Branded keywords allow you to take up more real estate on the Search Engine Results Page (SERP); helping you increase your visibility, establish your authority, and drive more traffic and conversions to your website.

First, they increase your brand’s visibility and exposure, making it more likely that users will click on your brand’s presence and visit your website. This increased visibility also helps to establish your brand as a leader in its industry, as it appears more frequently in search results.

Second, occupying more space on the SERP can help to push down competing brands, whose ads reduce your visibility and exposure. This can be especially important in highly competitive industries where multiple brands are vying for the same keywords and target audience.

Third, taking up more real estate with paid search ads allows your brand to showcase a variety of products or services to users, increasing the likelihood that they will find something relevant and valuable to their search query.

2. Our experience has shown that Search Engine Optimization (SEO) only recoups around 60% of the loss from Search Engine Marketing (SEM), so brands end up with a net loss of 40% of overall SEO/SEM conversions.

Using branded keywords in your paid search strategy helps to ensure you are walking away with the largest volume of overall website conversions possible.

3. You have more control over the messaging in paid search, which gives you the chance to put a more compelling message in front of potential customers, increasing the chances of them clicking through to your website and converting.

One of the biggest benefits of using branded keywords in your paid search strategy is that you have more control over the messaging in your ads than you do in your organic listings. This means that you can tailor your messaging to be more persuasive and compelling, which makes it more likely that users will click on your ad and convert on your website.

For example, if someone is searching for a specific product or service that you offer, you can include that product or service in your ad copy and highlight the benefits of choosing your brand over your competitors. This can help differentiate your brand and make it more appealing to potential customers.

4. During paid search auctions, Google favors advertisers with better performance, and branded keywords increase your account’s conversion and Click Thru Rates (CTR). As a result, you can drive down costs and increase delivery, saving you money and growing your profits.

When someone searches for your brand name and clicks on your website, they are more likely to convert than if they had clicked on a competitor’s website or were still undecided about which brand they favor.

This is because people who search for your brand name are often already familiar with your brand and are more likely to trust your website. Additionally, using branded keywords in your ad copy can also increase conversion rates. When someone clicks on an ad that includes the name of the product or service they are searching for, they are more likely to convert because they believe that your website is the best place to find what they are looking for.

In conclusion, branded keywords are a critical element of any paid search advertising strategy. They can help businesses increase visibility, establish authority, drive more traffic and conversions, and differentiate themselves from competitors. By using branded keywords, businesses can take up more real estate on the SERP, tailor their messaging to be more persuasive, and improve their overall conversion rates. With the growing competition for online visibility, it is more important than ever for businesses to leverage every possible tactic to increase their chances of being seen by potential customers, and using branded keywords in paid search advertising is a powerful way to do just that.

To ensure that you’re effectively using branded keywords in your paid search strategy, reach out to our team of experts at info@socialflyny.com and be sure to subscribe to our newsletter! 

Written By: Kylie Castrucci, Head of Paid Media