The "Bad" – not running paid search ads on your business name
Check out this blog post by my colleague Nathan Hanks over at Local Online Marketing Gumbo who answers the question many businesses ask "Should I bid on my own business name?"
A quick excerpt below…
When it comes to search engine marketing, bidding on business
category keywords (ex: “Dallas spa”) is a must if you want your
business to show up in a paid ad when someone is looking for your kind
of products or services. But it’s just as important to bid on your
business name keywords (ex: “Sally’s Swanky Spa”). Here are some
reasons why:
It’s your business name – so why pay for it? Because your
competitors are! According to Performics, leading brands only receive
87% of traffic from their business name keyword searches. The remaining
13% are “poached” by competitors!* That’s because they know that when
your customers search for your business, they have an opportunity to
snatch the sale straight out of your hands with a well-worded sponsored
ad. Don’t give them the chance.
Check out Nate's blog for the other important reasons why you should bid on your name.