Appearing at the top of the search result pages, whether on Bing or Google, is essential for brands.
One sure-fire way to achieve that is to buy the keyword that matches your brand in SEA.
However, opinions vary!
SEO also allows many advertisers to trust the first search engine results for brand searches.
Nevertheless, we believe that buying your brand in SEA is necessary to have full control of your presence.
We'll explain our point of view in this article!
Whether on Google Ads or Bing Ads, the purchase of your brand in SEA is very reassuring for online shoppers.
In fact, by appearing at the top of the search results, you are growing your brand awareness, as well as benefiting from any extensions.
You can add an address or phone number, for example. This gives users immediate access to information as well as adding credibility to your brand.
Lastly, buying your brand name doesn't usually cost very much, so it would be a shame to struggle on without it!
Natural SEO offers many advantages for the visibility of your brand.
However, it's really difficult to achieve sufficient control of this lever, which also produces results in the long term.
Conversely, SEA gives you total control of your visibility:
By concentrating your efforts on SEA, you'll get a double display with SEO which will strengthen your position and your visibility.
There's nothing to stop your competitors from buying your brand name on Bing Ads or Google Ads! However, they cannot mention your brand name in their ads.
This means they can seize the opportunity to get higher up in the search results by promoting their services or products and attracting your prospects.
To avoid that, the purchase of your brand name in SEA is crucial. This also means that you can be sure of the result that will appear first, protecting you both from the competition and price comparison websites, for example.
More precisely, the purchase of your brand name in SEA will not prevent your competitors, resellers or affiliates from buying your brand name. However, it is a better way to regulate such activities, thanks to consistent data, to get in touch with advertisers who are positioning themselves on your brand name.
Don't worry, by buying your brand name, you will automatically be ahead of your competitors because you'll get a better quality score on your keywords.
In addition, to bring down the CPC, you can make a non-aggression agreement with your competitors to mutually exclude your brand names.
Remarketing lists for search ads (RLSA) from Google "lets you customize your search ads campaign for people who have previously visited your site".
With these lists, you can reach potential customers who have left your website without buying anything. They also allow you to offer loyalty or branding messages depending on the audience you want to retarget.
This means that the next time they're searching for your brand, you can trigger a personalised message to encourage them to buy!
That's a great list of arguments in favour of buying your brand name in SEA.