The most common question we hear as pay-per-click marketers is, “Should I bid on my name?”. Every campaign is unique, but the answer depends on your digital marketing goals. A branded pay-per-click campaign utilizes keywords that include your staffing company’s name.
There are a few reasons why you would want to bid on your brand name; if any of these catch your attention, then a branding campaign is absolutely right for you.
Protect Your Brand from Poaching
Keep your competitors out of your territory by bidding on your brand. You want to ensure that any potential customer finds your listing above the organic results and not John Smith’s, who easily can divert traffic to his staffing company. And yes, it is entirely legal to bid on your name and steal your traffic. If you’re not bidding on your staffing company’s branded terms, your competition might be.
Be the Master of Your Search Results Page
When you dominate both organic and paid results, the message is clear to the user. Your staffing company is the prominent player in that space for that term. You’ll not only have the organic listings, but your paid listing will be on top. It’s your brand – own it.
Promote Your Value
What makes your staffing company unique? Do you have a value prop that makes you stand out? If you have a special offer like zero consulting fees or a sign-on bonus for new applicants, then you want to shout it from the rooftop. Your paid ad allows you to do just that, control the message your users see on the search engine results. Google does its best in crawling your site to display the most relevant description, but you really don’t have full control over what is shown. With brand bidding, you control the narrative on what your customers see.
Supplement Poor Search Results
If you don’t have an SEO strategy or are still running that marathon for results, then a branded PPC campaign can give you a boost where you need it. If you have a finely tuned SEO strategy in place, you already know that the algorithm can change, and your organic results can dive overnight. A branded campaign can help protect your visibility on the search results page while your team works through those adjustments.
Complement Your Other Efforts
Google might be the most popular search engine, but it isn’t the only platform to promote your brand. Social, Display, and even other search engines like Bing are great places to increase your impressions with potential new customers. Being visible across multiple digital channels improves your staffing company’s brand awareness and increases the chance of staying stop of mind with multiple touchpoints. Most buyers don’t commit on the first interaction, so having a branding campaign ensures you can capture their attention and push them further down the sales funnel.
Ready to Improve Your Brand Recall?
Navigating the pay-per-click space on your own can be a challenge. Haley Marketing’s team of PPC experts have 25+ years of combined experience. Put our skills and knowledge to work and save yourself the frustration of going at it alone. Reach out to our PPC team today to get started; we’d love to hear from you!