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Advertise on your own brand name and beat your competitors
As a company, there is a strong tendency to advertise online for specific products or services that generate immediate revenue. This reflex is quite logical, as businesses can easily measure return on investment per product or service offered. However, it is also important to give sufficient attention to advertising your own brand name online, in addition to the ads you already place for specific products or services. Here are a few good reasons to advertise on your own brand name.
Dominate the search results
How frustrating is it when you type in your company or brand name on Google and see a bunch of pages unrelated to your business appear!
By advertising on your own brand name, you ensure more visibility on Google. Your website will appear through an ad and, ideally, also organically, allowing you to take up two positions. Additionally, set up Google My Business and users won’t be able to miss your business. You’ll be visible at the top of the search results and in the right-hand column of the search page.
Direct visitors to the right landing page
As a business, you naturally want visitors to land on the desired page. If someone types in the keyword ‘Hybrid,’ you probably don’t want them to land on a page with your terms and conditions where the term ‘Hybrid’ is also mentioned.
Organically, it’s not possible to choose which landing page appears. That’s determined by Google’s algorithms. However, by advertising via Google, you can decide. Advertise on your own brand name to send potential customers straight to the right landing page, increasing the chances of generating successful leads.
Keep full control over the information
When you advertise on your own brand name, you can change the results that appear in the search engine whenever you want. This prevents your brand name from taking on a life of its own on Google and allows you to capitalize on temporary promotions or topical events. For example, you can adjust the copy of your campaigns for Christmas or Valentine’s Day and take advantage of the moment.
Use Google Ad Extensions
Advertising via Google makes the search process for the visitor even more efficient and refined. You can also use Ad Extensions for this. This offers the following benefits:
- It increases the visibility of your brand name. The more space you take up on the search page, the more trustworthy you appear.
- It contributes to your quality score, giving you an edge in the auction.
- You can fully personalize it. You have the ability to highlight location, contact details, links, USPs, etc.
- It is easy to set up (e.g., for a specific duration).
- It results in a higher CTR.
“We take our client First Immo as an example. We discovered that there was competition on their brand name. What was the cause? Competitors were simply advertising on the general term ‘real estate’. With this insight, we were able to address the situation.”
So, be sure to advertise on your own brand name in time. This also immediately makes clicks for the competition more expensive. Another tip: register your name with Google to prevent competitors from using your name in the title or description.
Stay ahead of the competition
Imagine this: your biggest competitor adds your brand name as a keyword in their own ads, intentionally or unintentionally. A user searching for ‘Hybrid’ is redirected to the website of a competing agency… a nightmare for any business!
Not only are you losing out in the search results, but you also risk losing potential customers who were interested in your business. Fixing this will require both time and money (the cost per click will be higher).
Advertising on your brand name is cheap
Advertising on your brand name sounds great, but how much does it cost? Good news: advertising on your own brand name is inexpensive. The page you link to is the most relevant, which boosts your quality score. Google then rewards you with a lower cost per click.
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