The value of bidding on Edition your brand terms An offensive and - PowerPoint PPT Presentation

Retail The value of bidding on Edition your brand terms An offensive and defensive strategy for digital marketers

There is an ongoing debate about the inclusion of brand name keywords in search marketing campaigns. Performance of brand name keywords varies according to many factors, including the competitiveness of the industry segment.

The researchers at Bing Ads recently tackled a big question that advertisers wrestle with… “To bid or not to bid on brand terms?”

We analyzed 3 million impressions for retail on Bing in December 2014.

And included the majority of the brand terms searched for in the retail vertical.

We compared two scenarios: 1) When a brand term ad was present on the search results page 2) When a brand term ad was not present on the search results page

Because Bing Ads is a search engine, we have deep insight into what’s happening on the search results page – for any brand, advertiser, and industry. Since we can see all the clicks on the page, we can tell if the clicks go to your brand, your competitor, or somewhere else.

We found two things. Advertisers who bid on their brand terms received: More clicks. And fewer went to competitors.

By bidding on your brand terms, you are playing offense and defense at the same time. Driving more clicks on offense, and preventing your competitors from winning clicks to your brand terms on defense. Score!

Let’s start.

Retail We looked at how many clicks a brand got without a brand ad present on the search results page. “retail brand”.com Here’s where people clicked – the top organic positions

Retail Then we looked at how many clicks a brand got with a brand ad present in search results page. “retail brand”.com Here’s where people clicked: The brand ad (mainline position 1) The top organic positions

First let’s look at the results when an advertiser is not bidding on their brand terms in the retail space.

Retail For the retail industry, when no brand ad is present, the brand received 60% of clicks on the search results page – from organic listings. “retail brand”.com “travel brand” flight People clicked the top organic positions No brand ad Source: Bing Ads Internal Data, December 2014.

Do clicks increase when we add a brand ad?

Retail Yes! Clicks increased 32% when a brand ad was present. “retail brand”.com 91% Brand ad + organic Brand ad in main line position 1 and top organic listings. Source: Bing Ads Internal Data, December 2014.

Retail Booyah! That’s 31% clicks gained as a result of brand term bidding. 31% Gain 60% 60% No brand ad Brand ad + organic Brand ad in main line position 1 and top organic listings. Source: Bing Ads Internal Data, December 2014.

Retail Here’s where the clicks will go: “retail brand”.com 42% TO BRAND AD 49% TO ORGANIC Brand ad + organic Brand ad in main line position 1 and top organic listings. Source: Bing Ads Internal Data, December 2014.

Our research shows that Brand term bidding helps deliver more clicks. More clicks? Let’s break that down…

What about cannibalization ? Wouldn’t I receive some of those clicks anyway if I didn’t bid on my brand terms?

Retail Yes, some paid clicks you may have received anyway. But you also received 31% incremental clicks! Incremental (paid) clicks from the brand ad 31% Overlap : Paid clicks 11% you may have received free anyway from organic listing 60% 49% No brand ad Brand ad + organic Brand ad in main line position 1 and top organic listings. Source: Bing Ads Internal Data, December 2014.

Retail Competitors are getting 40% of clicks when no brand ad is present. Your Your 9% competitor competitor 40% 91% You You 60% No brand ad Brand ad + organic Brand ad in main line position 1 and top organic listings. Source: Bing Ads Internal Data, December 2014.

How many of these clicks to competitors were on their ad?

Retail Great question. Clicks on competitors’ ads decreased from 34% to 4% when a brand ad was present. Competitor ad 4% Competitor organic 5% Competitor ad 34% Competitor organic 6% 60 % 91% You You No brand ad Brand ad + organic Brand ad in main line position 1 and top organic listings. Source: Bing Ads Internal Data, December 2014.

Let’s take a look at a few examples from individual retail advertisers.

Retail Without a brand ad present, this major retail company’s competitors can capture over half of the clicks for some searches. Competitor Ad + organic No brand ad 31% 43% 66% 69% 57% 34% “Retail brand” “Retail brand” “Retail brand” furniture bridal registry baby registry Source: Bing Ads Internal Data, December 2014.

Retail Just a few of clicks to competitors were on their organic results. No brand ad Competitor Organic Competitor Ad 25% 41% 6% 61% 2% 69% 5% 57% 34% “Retail brand” “Retail brand” “Retail brand” furniture bridal registry baby registry Source: Bing Ads Internal Data, December 2014.

Oh snap!

Retail High fives all around for this major retail company. Competitor ads captured only up to 11% of clicks with a brand ad present. Competitor Ad + Organic Brand Ad + Organic 3% 18% 19% 97% 82% 81% “Retail brand” “Retail brand” “Retail brand” Bridal Home Furniture Sale

Booyah!

Let’s recap that.

Brand term bidding is a strategy that allows you to play offense and defense at the same time. ❶ PLAY OFFENSE Brand term bidding helps deliver more clicks. ❷ PLAY DEFENSE Brand term bidding means fewer clicks to competitors Bidding on your brand terms reduces opportunities for your competitors to capture your customers or their mindshare if they bid on your brand terms.

What do I risk if I don’t bid on my brand terms? ❶ Getting a lower “click - yield” or rate of clicks/searches, even with a strong SEO strategy in place.

What do I risk if I don’t bid on my brand terms? ❷ Losing clicks to competitors attempting to “conquest” the searches for your brand. Don’t let your competitors steal demand for your brand – your clicks and leads. As we saw, you can risk losing . nearly half of clicks if you don’t bid on your brand terms.

What’s the best way to get started?

data-driven decisions Ready, set, bid To learn more about the value of bidding on your brand terms, check out the complete Bing Ads research study and white paper