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Hey there, curious minds of the automotive marketing world! Grab your myth-busting goggles because we are digging into one of PPC advertising’s most debated myths:
“You should always bid on your brand name in PPC campaigns.”
It’s a common practice in the world of digital marketing. We’ve all heard the chatter at marketing conferences or read the online forums where gurus swear by the benefits of bidding on your brand name in PPC advertising. The tale goes something like this:
“Bidding on your brand name improves visibility, helps you control your message, keeps competitors at bay, and since you’re already ranking organically for your brand name, it’s a surefire win, right?”
Is it almost as tempting as the siren’s song, but is it accurate?
Let’s find out!
Let’s think about this logically for a moment. When someone searches for your brand name, they already show high interest in your business. That’s like a digital come-hither look. You’re already ranking organically for your brand terms, meaning your site shows up naturally in search results because it’s relevant. So, why pay extra to appear at the top of the search results when you’re already there for free?
1. You’re Paying for What’s Already Yours:
Like a dog chasing its tail, bidding on your brand name in PPC can feel circular. If you’re already ranking organically for your brand name, paying rent for a house you own is akin to paying rent. Sure, it’s about increased visibility, but how much more visible can you get than position one on Google?
2. Organic vs. Paid:
Studies suggest that users prefer clicking on organic results over paid ones. Overbidding on your brand name could diver users from clicking your organic listing (which is free) to your PPC ad (which costs you money). Imagine if you started charging admission for your backyard barbeques; suddenly, your neighbors might be less eager to join.
3. The Cost Adds Up:
Even if the cost per click for your brand name is low, it can add up over time. When you’re a small to medium-sized business, every dollar counts. Those resources could be funneled into optimizing other aspects of your marketing strategy. Remember the saying: A penny saved is a penny earned!
4. Strengthening Your Competitors:
When you bid on your brand name, your competitors might start doing the same, creating a bidding war. This tactic increases the cost per click for your brand name and may give your competitors more visibility. It’s like inviting a rival sports team to your home field for a bit of friendly competition, only to have them start practicing there regularly!
While there may be specific scenarios where bidding on your brand name could be beneficial (such as combating negative PR or during a new product launch), the blanket statement that “it’s always a good strategy to bid on your brand name” is a best practice begging to be broken.
As with digital marketing, the right approach depends on your specific circumstances, objectives, and industry. Always focus on data-driven decisions and avoid falling into the trap of “marketing folklore.”
Remember, folks, we’re here to separate the myths from the magic in digital marketing. As always, stay savvy, stay curious, and never stop questioning!
