Digital Marketing Agency

We assumed that customers probably use brand terms to search for our business on a search engine. The likelihood is your business probably appears near the top of the organic search results.

If your business appears in the organic results you may decide you don’t want to bid for your brand terms.

Before you make that decision, there are some important things to consider.

1. Generally Brand terms have a better click through rate.
2. They probably rank higher and you'll pay less for your own brand name.
3. By bidding you can control the messaging you want customers to see.
4. You can choose the landing page instead of relying on the search engine.
5. You can use site links to navigate customers to the most valuable pages of the site.
6. You can show off seller ratings and highlight good reviews.
7. Brand targeted ads are also a great place to test your messaging for other channels.

If you have decided you still don’t want to pay for clicks on your brand terms consider these problems.

"your competition can still bid whilst potentially paying less to do so" and “It might cost you more if you don’t bid on your brand terms”.

Using our attribution model it was obvious that retargeting played a key role in the consumer's journey to purchase. We were successful getting customers signed up for the free trial but we needed to convert them in to subscription paying members.

Normally we drive visitors to the site using Facebook ads and Google Search. We were using a number of optimization tools including hotjar and Unbounce to optimize the landing pages for conversions but found customers quickly stopped using the tool after they signed up.

We used Facebook Messenger ads to bring clickers right into a conversation about what is working and not working for them.