When your website already sits at the top of Google search results organically, you might wonder why you should pay for ads for your own name. But relying just on your organic rankings leaves you open to risks and misses out on cheap traffic that often lead to sales. Here’s why you should run ads for your brand name on Google.
The Benefits of a Brand Campaign on Google
1 – Own Your Search Results Page
When someone searches your business name into Google, you want to control as much of that first and top of page as possible. A brand campaign lets you take up extra space at the top. Your ad can also include sitelinks or callouts that take extra space and gives people more ways to reach you.
2 – Protect Your Brand From Competitors
If you’re not running ads on your own brand name, your competitors might be. This means someone is searching for you, they could end up clicking on them instead. Your brand campaign makes sure your ad appears first, making any competitor ads look out of place.
3 – Cheaper Clicks, Better Return on Investment
Brand keywords usually cost much less than other keywords. Since the searcher already knows who you are, they’re more likely to become a customer, which means lower costs and better results.
Match Types: Why Exact Match Is King for Brand
When it comes to brand keywords, keeping things simple works best. Using “exact match” in your brand campaign means your ads only show when someone types your exact brand name or very close versions of it. This means your ads target only people who already know who you are and are closer to buying. It keeps your traffic focused on people most likely to buy.
Using broader match types can show your ads for less useful searches like “reviews for [your brand]” or “[your brand] login”. This can waste your budget on clicks that might not lead to sales or might be from existing customers. With exact match, you stay in control and make sure every penny drives the right kind of traffic.
Use Brand + Intent Keywords for Bonus Wins
If you do want to take your brand campaign to the next level, consider combining your brand name with high-intent keywords, the kinds of keywords that suggest a customer is ready to take action.
Think phrases like;
– “buy [brand]”
– “[brand] software”
– “[brand] pricing”
– “[brand] free trial”
These aren’t just people browsing, these are potential new customers who are actively looking to purchase or engage with your product or service. By specifically targeting these variations, you can also create tailored ad copy that matches their intent, whether it’s promoting an offer or directing them straight to a pricing page. It’s a smart way to increase performance within your brand campaign.
Final Thoughts
Just because you appear organically doesn’t mean you should ignore paid ads. A clever brand campaign gives you control, protection and profit, all for a fraction of what you’d pay for non-brand keywords. Don’t wait until a competitor starts using your name, own your space and make your brand the first (and only) choice.
