Many business owners wonder if it makes sense to advertise on their own company name in Google.
You’re already at the top with your website anyway, so why pay for it?
Yet in many cases it is a strategically smart choice. In this article, I explain why branded campaigns actually bring extra control, visibility ánd customers.
What do we mean by advertising in your own name?
A branded campaign is a Google Ads campaign in which you advertise on your own brand name or company name. Think of searches such as:
webprof.co.uk
Webprof web design
Webprof Lisse
People who use these searches already know you. They’re warm, interested and often ready to contact you. And that’s exactly why it’s smart to show up at the top of the page – with an ad that’s 100% aligned with your brand and message.
Why pay for a click on your own name?
Many business owners think it’s a waste of money to advertise on something you already rank well on. But that’s not always true. Here are three key reasons why it pays off anyway:
In many industries, it is permissible to advertise on each other’s brand names (as long as the brand name is not literally in the ad text). If you don’t, someone else might. And then you lose customers on your own name.
With an ad, you choose which page, promotion or offer to show. So you can send someone directly to your most profitable service – or to a temporary promotion page, for example.
When people search your name and see both an ad and an organic result, they are more likely to click. You claim more space in Google, and that increases trust.
What does advertising in your own name cost – and what does it get you?
Branded campaigns are usually spot-on. Because competition is low, you often pay only a few cents per click. At the same time, these clicks actually pay big dividends: they are warm visitors who already know you or have been referred to you.
A coach from Nieuw-Vennep noticed that a competitor was advertising in her name. She was losing leads that were actually already intended for her. After setting up a branded campaign, her click rate increased by 75% and requests came back – at an average of €0.11 per click.
In what situations is it extra smart to advertise on your brand name?
You have a recognizable company name or brand
You notice competitors advertising on your name
You have multiple shifts and want to provide direction
You run campaigns on social media or offline (to strengthen your name)
You want more visibility with a limited budget
This is also valuable for small local business owners. Think of a physical therapist, real estate agent or plumber who is primarily known in the region. Precisely those customers search on your name – and then you want to be in good view.
What do you need to set this up yourself – or outsource?
A branded campaign is relatively easy to set up. Still, it comes down to the right details: ad text, link structure, extensions and budget settings. Get it right and within a day you’ll have a campaign running that attracts new customers for minimal cost.
Don’t feel like spending time on this yourself? Then we’ll do it for you. Our SEA packages always include room for a clever branded campaign, tailored to your brand and target audience.
Advertising in your own name may seem excessive, but it’s actually a smart investment. You maintain control, prevent competitors from snatching your customers, and you get more out of warm searchers.
Want to discover what a branded campaign can do for your business? Check out our SEA packages or schedule a strategy call with us.
