Reasons Against Paid Branded Traffic

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Bad reputation. If there is negative information next to the company name on the Internet, this can negatively affect the number of conversions and sales. Example: on a review site, the company has many negative reviews, the number of conversions decreases and traffic is lost.
Reasons to BUY your branded traffic
Competitors can also show ads for the promoted brand (it doesn't matter whether it's your brand or a client's, for example). Example: company "A" advertises company "B". A brand campaign is needed to prevent the competitor from taking some of the traffic from company "B".
Competing on branded queries is easy nepal telegram number database because people are looking for you.
A well-known Perm delivery brand only needs to spend about 4,000 rubles a month on branded queries. CTR is higher, the click price is lower, in Yandex it does not exceed 2 rubles. For comparison: for general queries about roll delivery, the click price is about 3.5 rubles.
A competitor of the Perm delivery brand was also advertised using the main keyword
Now let's summarize the most important reasons to advertise using branded keywords.
Increased brand awareness. Bringing a brand to the top for brand queries allows you to increase its recognition among the target audience, which can lead to increased sales. Example: " Smart Marketing " is at the top of organic search results for brand queries, which increases the likelihood that potential buyers will click on the company's website.
Increased conversion. It’s a kind of law: branded traffic usually converts better than general traffic, which can lead to more leads and sales. Example: branded traffic leads to 30-50% of conversions, while general traffic only leads to 15-25%.
Protection from competitors. Thus, bringing a brand to the top for brand queries allows you to protect it from competitors who may try to intercept potential customers.
Improving reputation. Buying branded traffic allows you to improve your company's reputation, which can attract new customers and increase the loyalty of existing ones.
Why you shouldn't turn off impressions for your own branded queries
Some people ask: "Why don't you turn off branded searches? After all, it's an extra expense, and the client will come to you anyway." It sounds logical, but there are other hypotheses that can give a good result. That's why Smart Marketing always tests, looks for new growth points for each campaign individually.
So what's the right thing to do: show by brand or not? The solution is split testing!
Our experiment with delivery advertising showed that when we turn on branded traffic campaigns, we get 61 additional orders per week. Each order costs 30 rubles. If we turned off branded search campaigns, we would lose 451 orders in less than a month.
We compared the number of orders with brand advertising campaigns turned on and off. Then we tested using the “chessboard” method, turning advertising campaigns on and off at hourly intervals. The result was a kind of A/B test.