In this competitive environment it’s crucial for any business to develop a solid marketing plan. Branding helps promote your brand and bring awareness to your company’s identity, but you can use other methods to enhance your strategy like SEO and SEM.
But, how does branding and SEO/SEM relate with each other?
You can use both to position your brand and defend it from competitors. In SEO, keywords and content development are vital parts of the strategy, while SEM focuses on generating leads and sales of specific products and services.
However, this is not enough to boost your branding strategy. Creating visibility beyond search campaigns is vital. You can use other channels like display or social media ads and create quality content for your users. This will increase your brand value and help you scale positions in organic search.
Benefits of using cross analysis SEO/SEM
Organic results always appear right after search ads, so having both gives you great exposure at a minimum cost. If your paid search results appear after the ads, the bidding needs improvement so they are shown at the top of the page.
You can leverage those keywords that get you good search engine positioning and include them in your paid campaigns too. Knowing that in SEM you can control the message and the format of your ad in a more effective way, using the SEO keywords can help you analyze the impact that your paid campaigns are generating in your organic search results.
However, if you’ve already implemented this strategy but the results were not as good as expected, maybe there are some aspects you should double check. In our daily work, we see how most of the brands that come to us looking to improve their SEO results, have found themselves in similar situations.
Some mistakes that advertisers usually make are:
- Not using the right keywords. Or what’s worse, not being aware that you’re using the wrong words. It is important to constantly analyze the searches that you’re receiving through your keywords to see if you’re using the correct ones.
- Not having a good structure at campaign level. An example of this is promoting all product categories without separating them correctly first.
- Not protecting your brand in SEM and focusing only on branded content.
Going through your strategy once more and reviewing all its aspects, can help you identify these mistakes and solve them in a timely manner, improving your SEO results.
What’s the best way to distribute your budget?
When marketers place a large part of the budget to their own keywords, it’s probably because competitors are already bidding on their terms, so advertisers need to outbid them while, at the same time, increasing their spending.
But if your brand is pretty well known, bidding on your own branded terms from the start can be a good option to secure your website as the first result in search engines, strengthening your brand along the way.
Then, how should you distribute the budget?
While bidding on one’s own keywords it’s recommended, it should not be the main investment. We suggest investing around 25% of the budget in branded keywords, while leaving the remaining amount for generic terms.
However, it can also depend on other factors, like the available budget, the channels you want to invest on and the type of conversions you want to obtain. Therefore, you should:
- Determine the budget available.
- Distribute it between the channels you decide your target audience is.
- Allocate the budget where you consider you’re going to get the best results.
What happens when you invest too much in your branded keywords?
One of our US clients working in the traveling sector used to assign most of their SEM Budget in branding campaigns.
Using a cross analysis SEO/SEM, making tests and lowering the amount of budget allocated for SEM branding, we could see that the excess of the investment in branded keywords was burying the results of organic search and that organic users were losing ground.
Thanks to this, we were able to save the left over budget and use it for other campaigns.
Always measure the results
Finally, you need to measure the results by checking if they’ve reached the KPIs previously established. Strategies are flexible and can be adjusted throughout the campaign in order to meet the objectives.
If you’re focusing on performance, you should measure per cost per conversion, conversion volume and ROAS. On the other hand, If you’re measuring awareness, you should use impression share and CTR.
What is brand awareness?
Brand awareness is an indicator used in marketing that has the goal of measuring how much your brand is recognized and remembered by the audience.
Should I bid on my own branded keywords?
Yes! In fact, it’s an effective way to secure your position in search engines and defend your brand from competitors. But make sure to allocate your budget correctly to avoid overspending!