Why Invest in Google AdWords branding?

By Veronica Méndez on 24 April 2012

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Many advertisers are asking themselves why they need to invest in their own brand. If your brand already appears well positioned in organic results, why should you pay for more advertising?

In reality, this does need to be done. It needs to be measured and checked so that results continue to improve. A purchase is not an isolated action, but the presence of the brand reinforces the relevance of organic results and increases the propensity to buy.

Below, we summarise some of the most important reasons to invest in branding:

• Professionalism: the more presence you have the more the user gets the impression that you are a big, successful company. The user perceives our listing as anticipation to their search, a welcome.
• We have more control over the messages that are displayed.
• Increased control over traffic. We direct the user to the page that we want.
• Providing the user with several options of where to click is better than providing just one.
• Competition: if we don’t advertise our brand then others can. It is a way of preventing other advertisers from taking advantage of our brand and distracting users who are searching for us.

Another reason to take into account is that, every day, AdWords gets more important with regards to the space that they occupy on the pages, not just on Google’s homepage, but also on those of the search partners.

As shown in the image above, the space dedicated to the search partners sponsored link’s is much greater than that which is given on the Google homepage.

How are the results affected by launching a joint SEO/SEM strategy?

There have been many studies on this subject and all agree that the results improve in terms of conversion and revenue.

Below, we have included a summary of the results of a study conducted by an advertiser who tried different branding terms. In each of these the same conclusion was reached; investment in branding helped to improve the results.

As shown in the table above, thanks to a joint SEO/SEM branding strategy, the number of clicks increased as well as the conversion rates and revenue.

The truth is that far from fighting against each other, as is often thought, SEO/SEM actually complement each other in terms of branding and in more general terms.

Therefore, the benefits of investing in our brand, even though it already appears well positioned in organic results, are evident. Not only to improve meeting our objectives, but also to improve the brand image, something very valuable for getting new clients and their loyalty.