Imagine this: you’ve created an amazing product or service and you want the world to know about it. You’ve put in the hard work to build a strong brand, but now you need to make sure that when people search for your brand online, they find you and not your competitors.
This is where bidding on branded keywords comes in. By strategically bidding on keywords that are associated with your brand, you can maximize conversions and ensure that your target audience finds your website first.
In this article, we’ll explore the power of bidding on branded keywords and how you can use it to boost your conversion rates.
Choosing the Right Branded Keywords
Identify your brand’s most valuable keywords
When choosing branded keywords for your advertising campaigns, it is important to start by identifying the keywords that are most valuable for your brand. These are the keywords that people are most likely to use when searching for your products or services.
Take a look at your brand name, product names, and any unique features or benefits that set your brand apart from competitors. These words and phrases are likely to be the most valuable branded keywords for your brand.
Conduct keyword research
Once you have identified your brand’s most valuable keywords, it is time to conduct keyword research to expand your list and find additional relevant keywords. Use keyword research tools to identify popular search terms related to your brand and industry.
Look for keywords that have a high search volume and are relevant to your brand. Additionally, consider long-tail keywords that are more specific and targeted to your brand. These can often lead to higher conversion rates as they indicate a user with a specific intent.
Consider the search volume and competition
When choosing branded keywords, it is important to consider both the search volume and the level of competition. The search volume indicates how many people are searching for a particular keyword, while the level of competition indicates how many advertisers are bidding on that keyword.
Ideally, you want to choose keywords with a high search volume and low competition. This will give you the best chance of reaching a large audience while also keeping your advertising costs down.
Analyze the relevance of the keywords to your brand
Once you have a list of potential keywords, take the time to analyze their relevance to your brand. Consider whether the keywords accurately represent your brand, products, and services. It is important to choose keywords that align with your brand’s messaging and target audience.
Avoid using keywords that may confuse or mislead customers about what your brand offers. By analyzing the relevance of the keywords to your brand, you can ensure that your ad campaigns are effective in attracting the right audience and driving conversions.
Crafting Compelling Ad Copy
Highlight unique selling points
When crafting your ad copy, it is important to highlight your brand’s unique selling points. What sets your brand apart from competitors? What benefits or features do you offer that others do not?
By highlighting these unique selling points in your ad copy, you can grab the attention of potential customers and compel them to click on your ads. Whether it’s your high-quality products, exceptional customer service, or innovative solutions, make sure to emphasize what makes your brand special.
Include brand-specific messaging
To reinforce your brand identity and resonate with your target audience, make sure to include brand-specific messaging in your ad copy. This can include incorporating your brand’s tone of voice, using key brand slogans or catchphrases, and showcasing your brand’s values.
By including brand-specific messaging, you create a sense of familiarity and trust with your audience, making them more likely to engage with your ads and convert into customers.
Utilize strong calls to action
A strong call to action (CTA) is a crucial element of compelling ad copy. A CTA encourages users to take a specific action, such as making a purchase, signing up for a newsletter, or requesting more information. Use powerful and action-oriented language in your CTAs to motivate users to act.
Examples of strong CTAs include “Shop Now,” “Get Your Free Trial,” or “Book Your Appointment Today.” By utilizing strong CTAs, you create a sense of urgency and guide users towards the desired conversion action.
Segment your ad copy by keyword groups
To maximize the effectiveness of your ad campaigns, consider segmenting your ad copy by keyword groups. This involves creating separate ad groups and ads that are specifically tailored to different sets of keywords. By doing this, you can create highly relevant and targeted ads that speak directly to the user’s search intent.
For example, if you have different product lines or target different customer segments, you can create separate ad groups for each and craft ad copy that directly addresses their specific needs and interests.
Optimizing Landing Pages
Ensure landing pages match keyword intent
One of the most important aspects of optimizing landing pages is ensuring that they match the keyword intent. When a user clicks on your ad, they have a specific expectation based on the keyword they used to find your ad. Make sure the landing page they are directed to aligns with their search intent.
For example, if a user searches for “best running shoes,” ensure your landing page prominently features your best-selling running shoes and provides relevant information about their features and benefits.
Focus on a clear and concise message
When optimizing your landing pages, it is essential to focus on a clear and concise message. Visitors should quickly understand what your brand offers and why they should choose you. Avoid cluttering your landing pages with unnecessary information or distracting elements.
Instead, focus on communicating your unique value proposition and delivering a compelling message that resonates with your target audience. Keep the design clean, use clear headlines and subheadings, and make it easy for visitors to find the information they need.
Include relevant keywords in meta tags
Optimizing your landing page for search engines is also crucial for driving organic traffic. Include relevant keywords in meta tags, such as the title tag and meta description. These meta tags provide search engines with important information about your landing page and can impact its visibility in search results.
By including relevant keywords in meta tags, you can improve the chances of your landing page ranking higher in search engine results and attract more organic traffic.
Implement A/B testing to optimize conversions
To optimize your landing pages for maximum conversions, implement A/B testing. This involves creating multiple versions of your landing page and testing different elements to see which performs better.
Elements to test can include headline and subheadline variations, different calls to action, different layouts, or different images. By conducting A/B tests and analyzing the results, you can continuously optimize your landing pages to improve their conversion rates and maximize the return on investment from your ad campaigns.