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THE MISTAKE: NOT BIDDING ON YOUR BRANDED TERMS IN PAID SEARCH

THE SITUATION

Marketers are always keeping tabs on their budget to see where they can help eliminate costs. Typically, if a brand is ranking high in organic search, it may seem natural to stop bidding on branded terms given that the brand is already garnering what looks to be a top position for free – but this is the biggest mistake a marketer can make in paid search.

THE SOLUTION

By staying strategic in paid search, you can guarantee that consumers will be able to find you frequently and easily. While you may rank high in organic search, ensure that your brand is always top-of-mind by bidding on your terms and your competitor's terms. This helps prevent competitors from taking advantage of your brand name when consumers are searching for you. Don't forget to stay proactive in making sure that your brand's paid content is relevant and intriguing. Are you running a special promotion? Include this in your copy to create an incentive around your content.

THE RESULT

Be present and accounted for when a consumer is looking for information about your brand, your competitors, or your products/services.