Should PPC Marketing Strategy have Unbranded campaigns?
You might be aware of unbranded campaigns if you have developed a pay per click marketing strategy before. Unbranded campaigns promote products without relating them to any company. Let’s say if an unbranded campaign will advertise “shoes” whereas a branded campaign might be of “Nike’s shoes.” Here the question is that how should you allocate your budget for these campaigns. It depends on factors such as:
- Market
- Product
- Competitors
- Current PPC marketing strategy
Opinions are varied. For example, an Executive for a large company might highly bid on unbranded terms. On the other hand, another client might bid on branded keywords.
In this article, I will show the four benefits of unbranded campaigns:
Get New Customers with Unbranded PPC Marketing
Businesses need to reach out to new customers to survive. I have witnessed the need for increasing customer outreach with an e-commerce client. The client’s product had registered a 13% decrease in new customer reach in one year. There are two primary factors for this decline:
– Branded Impression Share: The client’s pay per click marketing had about 80% impression share on branded terms. The other 20% was for the re-sellers. This means that the client did not have any competition. Also, they had exhausted their maximum reach on branded terms. Furthermore, their branded Return on Ad Spend also decreased over two years. Therefore, branded campaigns were useless in this case.
– Lack of Unbranded Campaigns: The second reason is the crux of this article. The client focused only on branded campaigns. After reaching the maximum potential, the branded campaigns became futile. To attract new customers, our clients then concentrated on unbranded terms.
So, how to determine whether unbranded terms will help. Recently, we had a client who had found it challenging to increase customer base. This client was also bidding on branded terms. Within two months of dealing with the client, our team initiated an unbranded campaign. Consequently, the client base increased by 289% on a monthly basis and a 210% increase on a yearly basis.
Discovering new search terms is one of the benefits of investing in unbranded terms. A single new name can have a high impact.
More Traffic with Unbranded Pay Per Click Marketing:
We saw how unbranded campaigns are essential for enhancing the customer base. Before getting new customers, you need to increase traffic on your website. This is essential because your website is the primary place where your product is presented. To get more traffic, you should incorporate unbranded campaigns in your PPC marketing strategy. To demonstrate, let us make use an example of sandals, a common product.
“Rockport sandals” (branded term) may be searched over 120,000 times in a month. On the other hand, “Sandals” (unbranded term), gets around 260k searches per month. Should Rockport include unbranded terms in its PPC marketing strategy? Absolutely! Quite evidently, unbranded terms receive more traffic. Now let’s see how you can make unbranded terms even more useful.
Depending on the market, you must make thoughtful decisions about which unbranded terms to use. For instance, targeting “Wedge sandals” could be a much better option than targeting just “sandals.” Otherwise, PPC marketing may drain your budget. This way you will enjoy both the benefits of unbranded campaigns and the relevance to your product.
Strengthen Brand Loyalty:
Revenue generation is highly dependent on brand loyalty. This is because your loyal customers are more likely to spend greater on your products than other customers.
An unbranded campaign is a novel approach to reach customers. It may seem obvious; however, not every business is aware of the strategies that attract customers. Usually, companies are not aware of the benefits of unbranded campaigns.
If done well, unbranded campaigns will highly increase your customer base. This will help you generate more revenue. Moreover, it would be easier to retain your existing customers. Your ads will be seen before your competitor’s pay per click advertisement.
Unbranded PPC Marketing to Raise above the Competition
Unbranded keywords give you an edge when it comes to competition. Bidding on branded terms is necessary is because your competitors are bidding on branded terms. You do not want them to steal your customers. The same logic applies to unbranded campaigning. You do not want to give your competitors an edge by not bidding on unbranded terms yourself. This applies to even when you have great brand awareness. If you do not bid on unbranded keywords, you will have two drawbacks. One, you are losing your current customers. Two, you are letting potential customers choose your competitor.
Conclusion
These benefits come with unbranded campaigns in your pay per click marketing. If you are a client or consultant, you should research into unbranded campaigns. This strategy is underrated but holds tons of potential. You should research into Larby Amirouche’s work. He has great experience in this field.
0 comments:
Post a Comment