Showing up in the top rankings on Google is undoubtedly a great achievement, especially if you do it with organic methods. However, it might raise a question in your mind regarding why you should bid for your brand terms.
After all, your potential audience can easily find you when searching for your products and services. Not bidding for your brand terms allows your competitors to use them and come on top of your organic results. Let’s discuss why you should bid on your brand term even if you are a good organic ranking.
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Importance Of Bidding On Your Brand Terms
When you search for anything on the Google search engine, you’ll notice that most of the time ads show up on the top. The user would have to scroll down to reach your organic listing, which gives your competitors an advantage to bid on your company name and brand terms.
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So, if someone searches with your name, they will likely see ads first instead of your organic listing. Also, anyone who has the budget and ad rank can use your name to show up before your organic listings.
Therefore, they can bid on your brand name and terms to rank above you. There is a good chance they can bid on your name and the user will see their ads above your organic listing. The user is likely going to click on the ad, rather than scrolling down to your listing.
Can Trademark Help Stop Anyone From Bidding On Your Brand Terms?
Many people believe that if you have a trademark for the brand, no one can use their name. While they won’t be able to use your name, they can certainly bid on it. You can bid on brands like Apple, Samsung, and even Google. There is no restriction on bidding on the brand name but you cannot use the trademark terms.
Also, the majority of the small businesses don’t have a trademark, allowing others to use your brand name and terms. While it is an unethical practice to use someone else’s brand name in the ad, many businesses choose this way to get easy clicks.
Nevertheless, we would recommend you always bid on your brand to ensure that it retains the top spot and doesn’t give the competitors space to rank their ad above me.
Written by Uzair Kharawala
Partner at SF Digital Studios, a Google Premier Partner agency. Uzair has been helping businesses grow with Google Ads since 2002 and teaches it every week on YouTube.
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