6 reasons to pay for your brand’s search terms

As a marketer in charge of paid search, whether in-house or at an agency, you’ve probably been asked (or asked yourself), “Why are we bidding on our brand terms?”

This usually stems from a desire to cut costs, under the assumption that people searching for your brand will find you through organic search listings. That means there’s no point in spending money to get that traffic, right?

Wrong.

While the reasons vary depending on your business, there is almost always a good reason to continue bidding on those brand terms. So, paid search marketers, take heart and come to your next meeting armed and ready with these simple, yet compelling arguments to keep your brand campaigns up and running.

1. Brand traffic is cheap.

Google’s bidding structure is influenced largely by how compelling and relevant to the searcher’s intent your ads are compared to the competition’s. People searching for your brand will obviously favor your ads, and you clearly have high relevancy on branded search queries. As a result, you won’t need to pay as much to win an auction on your brand as you would on a non-branded term.