Are You Wasting Your Google Ads Budget on Brand Terms?

Conventional wisdom has dictated bidding on your own brand terms.

But is it still a smart strategy?

While Google suggests bidding on brand terms as a way to protect your traffic, the truth is that for non-competitive searches, your organic SEO listing should suffice. After all, if someone is searching for your brand name alongside a product or service, they are already familiar with your business. They are not looking for your competitors.

The focus, instead, should be on making your ads work harder for you by targeting high-intent, non-brand keywords that can drive better results.

Why Bidding on Branded Terms Might Not Be Worth It

Brand keyword bidding often seems like a protective measure, especially when Google recommends it to ensure that you maintain your visibility. However, when people search for your brand name, they are already low in the sales funnel. They know what they are looking for and are most likely returning to your website — whether through paid or organic search.

In fact, your organic listing for your brand terms should already rank well. If you’re competing for paid ads space on your own brand name, you may be wasting ad spend that could be better invested in areas with a higher ROI.

The Real Opportunity: High-Intent Non-Brand Keywords

Rather than focusing your budget on brand terms, which often lead to diminishing returns, shift your Google Ads investment to high-intent, non-brand keywords. These keywords capture potential customers who are still in the consideration phase of the buying journey, but who are actively searching for a solution.

By targeting non-brand terms that align with your offerings, you can reach new audiences who may not yet be aware of your brand. These searches typically have higher conversion potential because the intent is clear. They are searching for specific products or services, and your ad can offer them a direct solution.

Maximize Your Google Ads Spend by Focusing on Value-Driven Keywords

To optimize your ad spend, here are some tips:

• Target High-Intent Keywords: Instead of bidding on your brand, invest in keywords that are more likely to convert users who are actively looking for a solution. Use tools like Google’s Keyword Planner to find non-branded keywords with high search intent.
• Segment Your Audience: Focus on different stages of the buying journey. For example, targeting informational keywords for users early in the decision-making process and transactional keywords for those ready to purchase.
• Leverage Competitive Keywords: While bidding on your own brand terms may not provide significant returns, bidding on competitor brand terms can help you capture potential customers who are considering alternatives. This can be an effective way to increase your visibility and market share.
• Measure and Optimize: Regularly analyze your keyword performance and adjust your bidding strategy. Move away from defensive, brand-centric ads and double down on those terms that yield a strong ROI.

Stop Wasting Your Advertising Dollars

Bidding on your own brand name may seem like a safe option, but it’s often a waste of budget when your organic listings are already strong. Instead, refocus your efforts on high-intent, non-brand keywords that are more likely to convert.

By strategically adjusting your Google Ads strategy, you can reach new customers, boost your ROI, and ultimately make your advertising dollars work harder for you.

If you want to talk more about how to maximize your Google Ads budget, let’s chat.