Building A Brand Strategy: 5 Reasons Building A Brand Strategy for Search
Many businesses don’t run brand search ads because they are already ranked at the top of the page for their brand name organically on search engines like Google. So, a brand search ad is running a paid ad at the top of the page for your brand name.
And the reason that’s important, even if you’re ranking at the top of the page organically, is because it captures so many more conversions that you’re not currently receiving, even if you rank at the top organically.
And there’s a lot of details as to why that occurs, which I’m about to break down here for you But long story short, If you are advertising your Brand, you need to have the basis of your whole campaign start with the brand search ad so that she had that up and running at the top of the page when somebody searches your name.
Let’s discuss five reasons why Building A Brand Strategy is important.
Improves Your Organic Ranking (Proven Fact)
Why you should run a brand search campaign for your brand name is because it increases your organic rankings. Google has come out with case studies showcasing this. In fact, what they showed was, you see an 89% increase in organic traffic when your branding was running brand search ads at the top of the page.
And also, what’s interesting is you see a 92% increase in conversions coming from that in a 57% increase in conversions on your direct channel, so by running a brand search at on top, you actually see results improve organically for your clicks there and for your direct searches also, even outside of the brand search at itself, it really uplifts everything for the Brand.
You Control Your Brand Voice
You should run brand search campaigns is because you can control the messaging right the top of the page ad space; you can put whatever you want so you can control the ad; Copy the headline, The call to Action, You can control the landing page that the visitor goes to and really the whole conversion funnel with an organic listing.
For organic searches, you don’t have that element of control, but Google just kind of decides what the search engine should say about your business and where it should link people, too. And that’s somewhat out of your control, right? The search engines don’t always put forth or represent your Brand Voice in the best light
Paid ads Are a more powerful way to dominate the top of the page and are the same strategy that some of the Top Companies like Apple, Microsoft, Amazon, Coca-Cola, Walt Disney, etc. use to run a Branded campaign delivering great results. These large brands are not deciding to run Brand ads because they have enough money to do it. I would argue this is where they see the best ROI on their SEM strategy.
Dominate the SERPS for all Queries
Why you should run brand search ads is because it casts of the bigger fishing net for your brand search queries.
So typically, people aren’t just searching your brand name. That gives you significantly more visibility, and these folks are finding you easier and then clicking into your conversion funnel, and this is why brand search ads drive so many more conversions that you’re not currently receiving. If you’re not running those, and you’re simply just relying on your organic rankings.
Instantly Drive Conversions generating a better ROI (Deliver results faster)
You should run brand search campaigns is because you get instant conversions and improved ROI right out of the gate.
And the reason for this is because it’s just more convertible when we look at our own campaigns, if we’re not running brand search campaigns and just purely look at the branded search terms that people are using to find us organically, there is about a 7% conversion rate.
Now, with branded search campaigns running those by having that add on top and not just relying on the organic ranking, you will see a 20 to 30% conversion rate significantly better right? That’s 3 to 4 times more conversions for the exact same traffic.
The exact same amount of people that are searching for our Brand every day are doing that. But when we’ve grown the brand search, we just get four times more leads. Why wouldn’t you do that, right?
Used example of website design and moving up the phone number to get more leads/conversions/sales vs. leaving it only at the bottom, but decide not to do that because you already have a phone number on the page and don’t want to pay for extra phone minutes. It’s crazy thinking!
Keep Your Competitors from Stealing Your Clients
The goal is to grab as much real estate as possible on page-1 for all search terms that influence the conversions for your product and service. That’s important is because you have competitors that might be ranking for various terms of your name that people are sneaking away to other random pages.
Again, why you should be running brand search campaigns is to protect the real estate on page one for your brand name and all the different ways people search your brand name.
Ultimately, you want that whole top half of that page, whether somebody’s on their phone or on their desktop, to be you and your Brand.
There’s only one path, and that’s to you, right, and you should do that via the paid ad, which controls a lot of real estates because you can have all that add coffee and all those different calls to actions in there and then an organic ranking.
It’s hugely important. Think about this in the real world if somebody was walking to your business.
And along the way, they saw all these other similar looking businesses holding flyers out to go to their business, and they had to navigate through that to get to yours.
Once you just lose more sales once you want, just the only thing that they see is nothing but the pathway to your business with no friction points.
That’s how you control page one, and the way that you do that is through a brand search at So that’s it.