What is PPC Brand Bidding and Why do you Need it
PPC Brand Bidding in the UK Removals Industry
In the highly competitive removals industry, standing out is essential for growth, particularly in the UK market where competition is fierce. With constant innovations and new technologies emerging, the landscape promises to become even more challenging. So, how can a removals company secure its place and ensure steady growth? There are numerous strategies to differentiate your business and attract new leads, but it’s about selecting the right approach. Whether through expert SEO services, the latest software solutions, or pay-per-click (PPC) advertising, the right strategy can make all the difference. Today, we at RemovalsPal delve into whether PPC brand bidding is a worthwhile investment for your removals business.
Understanding PPC Brand Bidding
PPC brand bidding involves creating Google Ads that appear when specific keywords related to your competitors’ brands are searched. The idea is to capture traffic that would typically go to your competitors by bidding on their brand terms. The aim is to craft compelling ads that divert potential customers to your website instead of your competitors.
The Challenge of Affiliate Brand Bidding
Affiliate brand bidding occurs when unauthorised affiliate sites bid on an advertiser’s brand terms, diverting traffic meant for the original advertiser to their own sites. These affiliates earn commissions from the advertiser while inflating the advertiser’s bid costs. For instance, a competitor in the removals industry might bid on terms like ‘Best Removal Services’ to attract customers who might have otherwise found your business.
To combat this, it’s crucial to pre-authorise a select group of trusted affiliates who can bid on your brand terms. This approach allows you to control where traffic is directed, ensuring it lands on dedicated landing pages for your services. By implementing this strategy, you not only secure a significant share of first-page traffic but also prevent unauthorised bidders from capitalising on your brand.
Legal Considerations of PPC Brand Bidding
The legality of PPC brand bidding was established in May 2008 when Google allowed third parties to use trademarks as target keywords, provided the trademark didn’t appear in the ad text. Despite challenges in various countries, this decision remains in place, making it vital for removals companies to monitor who is bidding on their brand name. Ad monitoring software can be a valuable tool in safeguarding your brand in the digital space.
The Risks Involved
Customers typically search for specific brands only when they have a direct interest, meaning that many factors can influence their decision to click on an ad. PPC brand bidding capitalises on this by presenting relevant content in a concise Google ad, potentially attracting new visitors. However, it is a risky strategy. Research suggests that 20% of users are interested in ads without a brand name, but since you only pay when someone clicks, the risk may be worth it if you can reach an untapped audience with minimal competition.
Should You Bid on Your Own Brand?
The simplest way to counteract competitors’ brand bidding is to bid on your own brand, ensuring your ad appears at the top of search results. However, this can be a double-edged sword. On one side, it forces you to pay for traffic that might have naturally come to you. Over time, this could drain resources without yielding significant results. It’s a challenging scenario, often likened to a turtle race, where the outcome may seem unsatisfactory despite significant effort.
The Advantages of PPC Brand Bidding
On the other hand, bidding on your brand can secure more visibility on the first page of search results, offering protection against competitors who might otherwise challenge your organic ranking. This strategy also allows you to control the messaging that reaches your target audience before they even click on the link. Additionally, PPC brand bidding can be cost-effective, especially when competition is low.
13 Reasons to Consider PPC Brand Bidding
- Accurate Brand Representation: You ensure that your brand is portrayed correctly in ads, leveraging your intimate knowledge of your business.
- Aligned with Affiliates and Partners: Even if your affiliates are accurately representing your brand, your ad appearing alongside theirs reinforces your presence.
- Cost-Effective Clicks: Branded clicks are often cheaper than non-branded ones.
- Valuable Keyword Insights: Gain more relevant keyword data for your campaigns.
- Discover New Markets: Uncover new target markets and opportunities.
- Stay Ahead of Competitors: Maintain a competitive edge in the removals industry.
- Improve Website Score: Enhance your overall website performance.
- Greater SERP Presence: Increase your visibility on search engine results pages.
- Compensate for Weak Organic Search: Offset poor organic rankings with paid ads.
- Reduce Negative Content Impact: Push down negative content with your ad.
- Increased Control: You have more control over what is said about your brand.
- Risk Mitigation: Minimise risks associated with competitor brand bidding.
- Enhanced Ad Strategy: Refine your PPC strategy with actionable data and insights.
By understanding and implementing PPC brand bidding effectively, your removals business can not only defend against competitors but also seize new opportunities in the UK market.
