When you create a Google Adwords campaign, businesses have the choice of entering keywords that people are likely to search for. For example, a Google visitor might be looking for an internet marketing firm to help with the optimization of their website and they might search for “internet marketing company” or “digital marketing agency”.
But does it make sense to have an Ad Group with your own company name as a keyword?
If you search for your company name in Google and your website comes up first, organically, in the search results it might seem like a waste of money to put an advertisement right above it. People will likely click on the ad rather than your organic listing (which will cost you money when they click on your ad!) The searcher knows your company name, searched for you, and would’ve come to your site for free.
So why would you bid on your own company name in Google Adwords?
- It won’t really cost all that much to have your ad in the search results because not a lot of other companies are bidding on it.
- If a competitor were to decide to bid on your company name, they will probably have their ads showing up above your organic listing and might steal away potential customers before you ever notice.
- With Ad Extensions in Adwords, you have the ability to provide special offers, unique phone numbers, links to specific pages, holiday sales, a free guide to download… whatever you would like. And you control it. When it comes to your organic listing, you don’t have control over what Google indexes and shows to visitors.
If no one is bidding on your brand name and showing ads above your search engine result then you probably don’t need to include the name of your company in your keywords. But it can still be an effective strategy if you’re in a very competitive field or if you want visitors to visit a specific page or perform a specific action. It’s another tool in your Adwords toolbelt to help you generate more leads and close more sales!
Discover how 4th Story Marketing can help you set up your Google Adwords campaign, choose the right keywords, bid the optimal amounts, and convert more website visitors today.