The value of bidding on Edition your brand terms An offensive and - - PowerPoint PPT Presentation
Retail The value of bidding on Edition your brand terms An offensive and defensive strategy for digital marketers There is an ongoing debate about the inclusion of brand name keywords in search marketing campaigns. Performance of brand name
An offensive and defensive strategy for digital marketers
Retail Edition
There is an ongoing debate about the inclusion of brand name keywords in search marketing campaigns. Performance of brand name keywords varies according to many factors, including the competitiveness of the industry segment.
The researchers at Bing Ads recently tackled a big question that advertisers wrestle with… “To bid or not to bid
We analyzed 3 million impressions for retail
December 2014.
And included the majority
terms searched for in the retail vertical.
We compared two scenarios:
1) When a brand term ad was present on the search results page 2) When a brand term ad was not present on the search results page
Because Bing Ads is a search engine, we have deep insight into what’s happening on the search results page – for any brand, advertiser, and industry. Since we can see all the clicks on the page, we can tell if the clicks go to your brand, your competitor, or somewhere else.
We found two things. Advertisers who bid on their brand terms received: More clicks. And fewer went to competitors.
By bidding on your brand terms, you are playing offense and defense at the same time. Driving more clicks on offense, and preventing your competitors from winning clicks to your brand terms on defense. Score!
We looked at how many clicks a brand got without a brand ad present on the search results page.
“retail brand”.comHere’s where people clicked – the top
Retail
Then we looked at how many clicks a brand got with a brand ad present in search results page.
Here’s where people clicked: The brand ad (mainline position 1) The top organic positions
“retail brand”.comRetail
First let’s look at the results when an advertiser is not bidding on their brand terms in the retail space.
For the retail industry, when no brand ad is present, the brand received 60% of clicks on the search results page – from organic listings.
Source: Bing Ads Internal Data, December 2014.
No brand ad
People clicked the top organic positions
Retail
Yes! Clicks increased 32% when a brand ad was present.
91%
Brand ad + organic
Brand ad in main line position 1 and top organic listings.
“retail brand”.comSource: Bing Ads Internal Data, December 2014.
Retail
Booyah! That’s 31% clicks gained as a result
Gain
Brand ad + organic
60% 31%
Source: Bing Ads Internal Data, December 2014. Brand ad in main line position 1 and top organic listings.
No brand ad
60% Retail
Here’s where the clicks will go:
49%
Brand ad + organic
42%
TO BRAND AD TO ORGANIC
Source: Bing Ads Internal Data, December 2014. Brand ad in main line position 1 and top organic listings.
“retail brand”.comRetail
Yes, some paid clicks you may have received anyway. But you also received 31% incremental clicks!
Incremental (paid) clicks from the brand ad Overlap: Paid clicks you may have received free anyway from
49%
No brand ad
60%
Brand ad + organic
11% 31%
Source: Bing Ads Internal Data, December 2014. Brand ad in main line position 1 and top organic listings.
Retail
Competitors are getting 40% of clicks when no brand ad is present.
91%
No brand ad
60%
Brand ad + organic
40% 9%
Your competitor You Your competitor You
Source: Bing Ads Internal Data, December 2014. Brand ad in main line position 1 and top organic listings.
Retail
Great question. Clicks on competitors’ ads decreased from 34% to 4% when a brand ad was present.
91%
No brand ad
60%
Brand ad + organic
6%
5%
34%
4%
Competitor ad Competitor organic Competitor ad Competitor organic
Source: Bing Ads Internal Data, December 2014. Brand ad in main line position 1 and top organic listings.
You You
Retail
Without a brand ad present, this major retail company’s competitors can capture over half
34%
“Retail brand” furniture
57%
“Retail brand” bridal registry
69%
“Retail brand” baby registry
43% 66% 31%
Source: Bing Ads Internal Data, December 2014. Competitor Ad + organic No brand ad
Retail
Just a few of clicks to competitors were on their
34%
“Retail brand” furniture
57%
“Retail brand” bridal registry
69%
“Retail brand” baby registry
41% 61% 25%
Source: Bing Ads Internal Data, December 2014. Competitor Organic No brand ad Competitor Ad
6% 5% 2%
Retail
High fives all around for this major retail company. Competitor ads captured only up to 11% of clicks with a brand ad present. 97%
“Retail brand” Bridal
82%
“Retail brand” Home
81%
“Retail brand” Furniture Sale
18% 19%
Competitor Ad + Organic Brand Ad + Organic
3%
Retail
Brand term bidding is a strategy that allows you to play offense and defense at the same time.
Bidding on your brand terms reduces opportunities for your competitors to capture your customers or their mindshare if they bid on your brand terms.
❶ PLAY OFFENSE
Brand term bidding helps deliver more clicks.
❷ PLAY DEFENSE
Brand term bidding means fewer clicks to competitors
What do I risk if I don’t bid
❶ Getting a lower “click-yield”
a strong SEO strategy in place.
What do I risk if I don’t bid
As we saw, you can risk losing nearly half of clicks if you don’t bid on your brand terms.
❷ Losing clicks to competitors
attempting to “conquest” the searches for your brand. Don’t let your competitors steal demand for your brand – your clicks and leads. .
To learn more about the value of bidding on your brand terms, check out the complete Bing Ads research study and white paper
data-driven decisions
Ready, set, bid