Is your business considering investing in a pay per click advertising campaign? If you are, have you thought about bidding on your business name in your pay per click advertising campaign? Plenty of companies may answer this easily: “Why should I pay when someone types in my business name on a search engine like Google?” Here are the top three reasons why bidding on your company’s name is a smart strategy within pay per click advertising.
- Take Control of Your Brand’s Message – You may not want to bid on your business name, but guess what? Your local competitors are probably already bidding on your company’s name, so it’s up to you to dictate what your potential customers will see when they search online. To differentiate your company, you could also highlight a special offer in your pay per click ad, as shown below from Toshiba:
- Save Money – Bidding on your company’s name is less expensive compared to non-branded keywords. Think about it. Wouldn’t the word, “dentist in baltimore, md” be a bit more expensive? Think of all the local dentists in Baltimore, MD who will be bidding on that keyword phrase. This translates into a much higher cost per click (CPC).
- Offer Convenience – Consumers are constantly bombarded with ads everywhere, whether they’re watching television, listening to the radio, or browsing the Internet. Make it easy for existing and prospective customers to locate your business by bidding on your business name. This strategy is particularly useful when a probable customer is accessing the Internet through their smartphone and they see your ad and business name at the top of the search engine results page.
Do you currently bid on your business name? Why or why not?
About Alan Moore: Alan is an Internet Marketing Consultant with ReachLocal Baltimore. His mission is to help you increase your revenues and decrease unproductive advertising expenses through proven, online marketing strategies. He manages over $1.4 million in annual marketing budgets and has worked with local businesses, agencies and the US government. Give him a call at (877)655-3438 to schedule a free consultation.