What are brand keywords in paid search?

Brand keywords in paid search refer to the terms or phrases that include a company's name or its products. Businesses often bid on these keywords to ensure their ads appear alongside organic search results. However, experts argue that if customers are already searching for your brand, investing in paid ads for these keywords may not be necessary, as you're likely to receive traffic organically.

Why should businesses avoid spending on brand keywords?

Businesses should consider avoiding spending on brand keywords as they often waste marketing budgets on terms they already rank for organically. Since potential customers are actively searching for their brand, investing in new strategies for customer acquisition may provide a better return on investment. Redirecting funds to prospecting campaigns can drive growth and reach new audiences instead.

How does organic credibility play a role in digital marketing?

Organic credibility plays a significant role in digital marketing because it reflects the trust and authority a brand has built over time. When customers click on an organic listing, they are more likely to perceive it as credible compared to a paid ad. This credibility can lead to a higher conversion rate, as users tend to favor brands that have established a solid presence through organic search results.

What is the impact of brand PPC on data clarity?

Brand PPC can muddy the waters when analyzing data clarity because it blurs the line between paid and organic performance. When businesses focus on spending for brand keywords, it becomes challenging to assess genuine opportunities for improvement within their organic strategies. By eliminating brand PPC efforts, companies gain a clearer understanding of their organic performance metrics, allowing them to make more informed decisions.

How can competitors impact a company's brand search traffic?

Competitors can occasionally bid on a company’s brand keywords, but the impact on inbound traffic is generally minimal. Most users scanning the search results are more inclined to click on the organic listing for the brand they searched for rather than a competitor's ad. Data typically shows that the presence of competitor ads does not significantly divert users, as brand loyalty plays a crucial role in search behavior.

What alternative strategies should businesses consider for growth?

Businesses should explore alternative strategies that focus on creativity and community engagement for sustainable growth. Rather than defending a brand's position through paid search, consider storytelling, building partnerships, or engaging with the audience through social media. These tactics can cultivate organic reach while establishing a strong emotional connection with consumers, ultimately leading to long-term brand loyalty and increased visibility.

How can a business effectively test the impact of pausing brand PPC campaigns?

To effectively test the impact of pausing brand PPC campaigns, businesses should implement a simple experimental approach. Temporarily pause brand keyword campaigns for a month while monitoring organic traffic, conversions, and overall performance metrics. Analyze the data to determine the effects of the pause. This test can reveal whether reallocating budget to innovative strategies enhances growth without relying on brand PPC.

Why You Shouldn't Be Bidding On Your Brand Keywords

27 Nov 2024

Today’s opinion post is by Lucy Mitchell, VP of Content at Cloudscape. She has over 15 years of experience in marketing, SEO, and analytics.

"Stop wasting money on brand keywords in paid search—if customers are already searching for you, focus your budget on new strategies that can truly drive growth."

Lucy Mitchell

VP of Content, Cloudscape

Stop throwing money at brand keywords in paid search. After managing campaigns for years, I’ve watched countless marketing teams waste budget bidding on terms they already owned organically. Makes my head spin.

I get the fear. “But our competitors will steal our traffic.” Except here’s what happens - your organic listing sits pretty at the top, backed by years of brand trust and recognition. You’re basically paying twice for the same real estate. Like buying insurance for something you already own outright.

I dug into the data across dozens of accounts. The painful truth? That brand keyword spend rarely justified itself. Those customers were coming to you anyway. They typed your name into the search bar deliberately. That’s pure intent you can’t buy.

The allocation of resources

Your ad budget is finite. Why pour it into branded terms when you could be testing new audience segments or scaling what’s already working? I’ve seen teams unlock massive growth by redirecting brand spend into prospecting campaigns.

Second, organic credibility

SEO does the heavy lifting here naturally. Your brand terms rank because you’ve earned that position through consistent value and trust. An organic click carries more weight than a paid one - users know the difference instinctively.

Third, data clarity

Without branded PPC muddying the waters, you get a much clearer picture of organic performance. Makes it way easier to spot actual opportunities and optimize what matters.

Yeah, competitors might bid on your terms occasionally. But I’ve tracked this closely - the impact is usually minimal. Most users scroll right past those ads to find the brand they searched for. The data rarely supports the paranoia.

Digital marketing is evolving past these defensive plays. If your product delivers genuine value, customers will find you. I’ve watched brands thrive after cutting brand keyword spend entirely. They redirected those resources into creative campaigns that moved the needle on growth.

This won’t work for every company. But if you’ve got solid organic rankings, consider running a test. Pause those brand campaigns for a month. Track the real impact. Then imagine what you could do with that freed-up budget.

Push into uncharted territory instead. Build community. Tell stories that matter. Form partnerships that expand your reach organically. The possibilities get way more interesting when you stop playing defense.

The game is changing. Maybe it’s time your strategy did too. Take a hard look at where your brand dollars are going. There might be better paths to growth hiding in plain sight.