The value of bidding on Edition your brand terms An offensive and - - PowerPoint PPT Presentation
Travel The value of bidding on Edition your brand terms An offensive and defensive strategy for digital marketers Theres 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
Travel Edition
There’s 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 400,000 impressions for travel
December 2014.
And included the majority
terms searched for in the travel vertical.
We compared two scenarios:
1) When a brand term ad was not present on the search results page 2) When a brand term ad was 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 clicks 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 this travel brand got without a brand ad present on the search results page.
Here’s where people clicked – the top
Travel
Here’s where people clicked: The brand ad (mainline position 1) The top organic positions
Then we looked at how many clicks a brand got with a brand ad present in search results page.
“travel brand”.comTravel
Source: Bing Ads Internal Data, December 2014.
People clicked the top organic positions
For the travel industry, when no brand ad is present, the brand received 61% of clicks on the search results page – from organic listings.
“travel brand” flight “travel brand”.comNo brand ad
61% Travel
88%
Brand ad + organic
Brand ad in main line position 1 and top organic listings.
a brand ad was present.
“travel brand”.comSource: Bing Ads Internal Data, December 2014.
Travel
Gain
Brand ad + organic
61% 27%
Booyah! That’s 27% clicks gained as a result of brand term bidding.
Source: Bing Ads Internal Data, December 2014. Brand ad in main line position 1 and top organic listings.
No brand ad
61% Travel
43%
Brand ad + organic
45%
TO BRAND AD TO ORGANIC
Here’s where the clicks will go:
Source: Bing Ads Internal Data, December 2014. Brand ad in main line position 1 and top organic listings.
“travel brand”.comTravel
More clicks? Let’s break that down.
Incremental (paid) clicks from the brand ad Overlap: paid clicks you may have received free anyway from
43%
No brand ad
61%
Brand ad + organic
18% 27%
Yes, some paid clicks you may have received anyway organically. But you also received 27% incremental clicks!
Source: Bing Ads Internal Data, December 2014. Brand ad in main line position 1 and top organic listings.
Total: 88%
Travel
helps deliver more clicks.
to competitors.
Bidding on your brand terms reduces opportunities for your competitors to capture your customers or their mindshare if they bid on your brand terms.
88%
No brand ad
61%
Brand ad + organic
39% 12%
Your competitor You Your competitor You
Competitors are getting nearly 40% of clicks when no brand ad is present.
Source: Bing Ads Internal Data, December 2014. Brand ad in main line position 1 and top organic listings.
Travel
88%
No brand ad
61%
Brand ad + organic
19%
8%
20%
4%
Competitor ad Competitor organic Competitor ad Competitor organic
Great question. When a brand ad was present, clicks
Source: Bing Ads Internal Data, December 2014. Brand ad in main line position 1 and top organic listings.
You You
Travel
Without a brand ad present, this major travel company’s competitors capture nearly half of the clicks for some searches. 57%
www.”travelbrand”.com
73%
“Travel brand” flights
52%
“Travel brand” flights search
27% 43% 48%
Source: Bing Ads Internal Data, December 2014. “Travel brand” represents actual results of a top travel industry brand. Competitor Ad No Brand Ad
Travel
High fives all around for this major travel company. Competitor ads captured only up to 11% of clicks with a brand ad present. 89%
”Travel brand”
99%
“Travel brand” car rentals
99%
“Travel brand”.com
11%
Source: Bing Ads Internal Data, December 2014. Competitor Ad Brand Ad + Organic
1% 1%
“Travel brand” represents actual results of a top travel industry brand.
Travel
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
The beauty of search advertising is that advertisers can make data-driven decisions – like whether
And the best way to glean these insights is through testing to understand how your brand performs based on your objectives.
Ready, set, bid (on your brand terms)!