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PPC bidding on competitor brands is a beneficial marketing strategy for taking advantage of their traffic. Bidding on competitors' brand names often leads marketers to question whether they should bid on them. Bidding on competitor brand terms has several benefits, such as lower cost, less competition, and capturing your competitor's customers. Why does PPC brand bidding on competitors' brand names matter? First, let's discuss what is PPC brand bidding.
What is PPC Brand Bidding?
Brand bidding is a crucial PPC strategy that allows you to bid on your brand name or competitors' brand name to capture traffic and increase visibility. Some believe bidding on your name is not worth the investment, as these keywords can rank organically. While the brand terms may rank organically, it is worth investing in your brand's terms. Because if you do not bid on your brand terms, your competitors will. PPC brand bidding is a worthwhile investment. It allows you to soar in the competitive landscape and know that your competitors may be bidding on your terms.
Benefits Of Bidding On Competitor's Brand Names
Most brands target their competitor's keywords for several compelling reasons. Here are some benefits of investing in your PPC budget to bid on competitors' brand names.
Build Brand Awareness
The prime benefit of a branded PPC campaign is increased brand awareness. The hypothetical customer searching for a particular service may not be aware of your brand. But if they click on your sponsored results, they will be exposed to your brand name and better associate it.
Attract New Customer Bases
PPC bidding on competitor brands allows your ads to appear when users search for your competitors, potentially increasing visibility and driving traffic. However, the customer conversion rate is lower when bidding on competitor's keywords.
Dominate Search Engines
Branded PPC campaigns are also effective in boosting SERP ranking. Similar to building brand awareness, the more space captured on a competitor's branded term, the more people will recognize and research your brand. For example, suppose you have a paid ad targeting their brand name and comparing your brand's landing to theirs. In that case, you can benefit from two positions in the SERP, resulting in increased clicks and conversions.
Lower Your Competition
When you search for generic terms on Google, you will find the top 4 ads on the SERP. The average CPC ranges from $1 to $5. However, the CPC for branded searches ranges from $1 to $2.This lower CPC for branded searches means you can achieve lower cost per conversion due to lower competition.
Capture High-Intent Audiences
PPC brand bidding allows marketers to capture high-intent audiences. When you target competitors in your top funnel rankings, you also draw the attention of viewers who haven't visited your site yet. If these users click on your competitor's keywords but do not convert, you can retarget them later, knowing they are already your qualified customers. In addition to the remarketing list, google also provides proprietary audience tools. For example, DoorDash can create a custom intent audience targeting individuals who have searched for terms like Uber Eats (check the image below). However, it's important to note that Google's internal audiences, such as custom intent, in-market, and infinity, have lower comparison rates than the remarketing audience.
PPC Brand Bidding Helpful Tips
There are several ways to improve the success of your target keywords, including frequently updating ads, creating comparative landing pages, and keeping legal requirements in check.
Emphasize Value Proposition In Ad Copy
To set your brand apart from competitors, emphasize what makes it unique. Understand the weakness of a particular competitor. This step will help determine which strength of your brand to emphasize. Pin specific features and unique selling points like faster delivery, best customer experience, etc.
Comparative Landing Pages Work the Best
If you only direct your visitors to home and product pages, they may think they clicked on the wrong link. Clearly outline the difference between your brand and your competitors. Mention the competitor's brand name in headlines, subheadings, and texts so that visitors can easily relate to that brand. By doing so, you garner their attention and reaffirm their interest in comparing options.
Follow Legal Recommendations
To avoid any legal consequences, you can get support from your legal team before creating competitor ads. Ensure your landing page content is accurate and follows the proper legal guidelines. This step can help your brand avoid any legal issues in the future.
Conclusion
In essence, the PPC tool becomes an effective strategy to maximize your ranking. If you do not have any specific goals, you can try bidding on competitor brand names and drive more calls and leads. Make sure you choose competitors' names wisely and follow all the necessary guidelines. If you have limited knowledge of how to use PPC bidding on competitor brands for your brand growth, you can contact our expert Google PPC management agency, Digitech India. We will build an effective PPC brand bidding strategy and help your business grow.
