Frankly speaking, I am rather shocked that the June 16th 2014 post in the Inside Adwords Blog entitled: New Study: Search Ads Lift Brand Awareness, concluded something that many PPC Marketers have already known to be true based on their own experiences of the “Non-Brand vs. Brand” typical life cycle. Personally, I have been involved in many debates with clients who did not want to bid on their brand terms because they felt that since they were already ranked #1 organically, what’s the use of spending more money. Moreover, what the client did not understand about bidding on Brand Terms are the following benefits.
- Pushing time-sensitive Offers/Promotions within the text ads, which is not possible with Organic Search.
- Helping with Reputation Management strategies.
- Stronger Brand recognition against Affiliates and Resellers.
- Multivariate Testing on messaging, offers, etc… to help with overall business
Why Brand Terms gets stronger in PPC:
However, the one thing they forgot to mention in this post is how the Brand Terms get more exposure due to the “Non-Brand” terms driving new consumers to get the brand recognized, which in turn making the Brand Campaign the Top Performer in terms of conversions.
While Google is correct about the Brand awareness in PPC, I often believe that every blog post from Adwords is to convince advertisers to spend more money with their latest research, case studies and bells/whistles. In this case, I think they made it very obvious that they want to see more advertisers bidding on their brand terms, even though the CPC’s are typically the cheapest as compared to “non-brand” terms.