Should You Be Bidding on Your Brand?

When it comes to paid search campaigns, the question of whether to bid on your own brand name often sparks debate. Is it really worth the cost? Would that traffic convert on your SEO listing anyways? Let’s dive into the pros, cons, and considerations to help you make an informed decision.

Protect Your Turf

Imagine this: someone searches for your brand name, only to click on a competitor’s ad that appears at the top of the page. Bidding on your brand name ensures that competitors can’t hijack traffic meant for you. It’s the only way to guarantee that users searching specifically for your business will find you first. If you’re not bidding, there’s no guarantee your organic listing will be the first thing they see—or click.

Own the SERP

Think of the search engine results page (SERP) as prime real estate. When you bid on your brand, you can dominate that space. Picture this: your Google My Business profile on the right, your brand ad at the top, and your organic listing front and center. By occupying multiple touchpoints, you ensure that no matter where a user clicks, they’re engaging with your brand.

Cost vs. Benefit

Brand campaigns typically have much lower cost-per-click (CPC) and cost-per-conversion compared to non-brand campaigns. While some argue that organic SEO can capture the same traffic, the reality is often different. I’ve actually tested pausing brand campaigns while working with SEO teams to measure the impact, and the data is clear: conversions drop. PPC consistently delivers a higher conversion rate and it’s organic counterparts and by reducing brand spend, conversions ultimately decrease.

For campaigns I manage, I recommend a mix of about 30% branded spend and 70% non-brand. This balance allows you to capture high-intent traffic while allocating most of your budget toward broader audience growth.

When to Skip Brand Bidding

There are instances where brand bidding might not be the best option. If your brand name is commonly used for other purposes—like “Johnson County Museum,” which could refer to various things besides your specific institution—it can drive up your cost-per-conversion unnecessarily. In contrast, a unique or proper name like “Nelson Atkins Museum” benefits more directly from branded campaigns since the search intent is clear.

Final Thoughts

Bidding on your brand isn’t a one-size-fits-all strategy, but for most businesses, it’s a no-brainer. The benefits of protecting your traffic, owning the SERP, and driving conversions often outweigh the costs. If you’re not sure whether brand bidding is right for you, consider testing a branded campaign alongside your organic efforts and evaluating the impact. In most cases, you’ll find it’s a small investment that pays big dividends.

Does your brand campaign need a little boost? Let’s take a closer look and fine-tune your strategy with a free consultation.