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 PPC campaigns.
But, how does branding, SEO and PPC relate with each other? If you wish to spend as little as possible to bring awareness and boost your brand, a lot actually!
As you probably know, branded keywords are the basis of search strategies. However, sometimes investing in them can be pretty expensive, making you increase your budget in an unexpected way.
In this article, you will learn the key on how to invest in branded keywords.
Learning how to measure your branded keywords
In an ideal world, we all would spend zero money on branded keywords. But in this highly competitive landscape, this is nearly impossible.
However, sometimes it’s possible to spend as little as possible on them, and the key for achieving that is by measuring the loyalty of your consumers. Confused? Keep reading!
The importance of loyalty
Loyalty refers to the ongoing connection between your brand and your customers and their willingness to buy your products, consume your content and, overall, interact with you. These customers trust your company and are not as easily influenced as other consumers by negative factors like rival brands, price increases or unexpected issues.
Check out this example of SAP, a German business operations software. If they have focused their efforts on building a loyal community of customers, they will ignore the ads from their competitors and go directly to their website.
Customer loyalty has a lot of benefits. It can impact sales and revenue in a positive way, increases engagement and retention, it lets you access first-party information from your customers and can be easy to measure via different metrics.
Measuring loyalty is possible nowadays thanks to marketing technology. For instance, you can use different metrics available from all-in-one marketing analytics platforms, or combine different tech solutions specialized in customer loyalty, SEO and PPC.
Yes, let’s go back to SEO and PPC.
These marketing specialties are more connected to each other than you may think. SEO and PPC strategies must coordinate their activities, share their data and, basically, feed from each other in order not to spend unnecessary budgets on paid campaigns and increase productivity.
This coordination between SEO and PPC is also a good way to learn about your industry and your competitors. You can find out who’s bidding on your own branded keywords and how much money they’re investing against you, like we can see in the image below.
In the project management industry, for instance, not only are companies like Asana and Wrike bidding against their competitor, cloud-based platform Monday, but their strategy is quite aggressive as well. They are taking advantage of their PPC strategy and their given position at the top of the results to persuade the user to choose their platform over Monday using the title of the ad, as well as in the URL to their site.
Then, how can I know if I need to invest more on branded keywords?
As we said before, customer loyalty plays a big part in measuring your branded keywords and can be a determining KPI for your SEO and PPC strategy.
There are two main situations where you can find yourself when approaching this strategy:
- Your loyalty rate is high. On one hand, customers that are loyal to you will search for your brand directly and won’t rely on ads. That’s why, if your loyalty rate is high or stable, you can focus on your SEO strategy and lower the budget of the branded keywords on PPC campaigns. After all, these customers are already looking for you and they are up to date with your brand. Instead, you should focus on maintaining these users.
- Your loyalty rate is low. On the other hand, if your loyalty rate has a decreasing pattern, it’s time to invest on your branded keywords and focus on your PPC strategy. If you don’t do that, you won’t have the benefits of a loyal audience and you won’t be able to protect your brand from your competitors. It’s a lose-lose situation but, as you can see, it’s also easily reversible.
This way of measuring your loyalty is not only an easy way to determine how much you need to invest on branded keywords, but it can also help you save a lot of budget than you can invest in other areas instead.
What is certain is that you need a well coordinated strategy between your branding, PPC and SEO activities. Sometimes, the results of your PPC campaigns and your SEO are reviewed by two different teams or even different agencies, and this can be detrimental to your strategy. That’s why, realizing that both PPC and SEO audiences share the same user experience is the first step into the right direction.
The next step, of course, is finding a tool that brings the analysis of these activities together, can measure your loyalty rate and can process all the data in a dynamic way. And a multi channel-focused and experienced partner like Bucksense can definitely be the right choice for you to achieve digital success.
Do you want to learn more about how to use your branded keywords? Let us know here!
How is customer loyalty related to search strategies?
Loyalty can be a determining KPI when deciding whether or not to bid on your branded keywords. It affects the way your customers search your brand, so depending on whether you have a high or low loyalty rate, you will need to invest or not on PPC and SEO strategies.
How much should I bid on my own branded keywords?
It depends on the level of customer loyalty you have. If your loyalty rate is low, we suggest investing more budget in branded keywords, while if your loyalty is high or stable, it’s okay to lower the investment since customers are already searching your brand on their own.