The importance of bidding on your brand
There is often the debate in Search marketing where people say 'why should I bid on my brand...I'm having to pay for my own traffic which my SEO rankings will pick up.'
Now whilst this is a good argument, it is well known in the industry that you do get approximately a 30% uplift in traffic when you do bid on your own brand term, as less of the traffic is being taken away by competitors as you have more coverage in the SERP real estate on your brand term.
However, we were glad to see that some brands are taking this one step further. Not only do they bid on their actual brand name, but also the brand name that everybody actually recognises them by. Dont believe us? Just check out Easyjet's PPC campaign...they are bidding on what everyone really calls their brand!
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