If you're managing a Pay-per-Click (PPC) account for your website, you're probably continuously searching for new ways to improve your overall performance.
There are many ways to improve the visibility and performance of your ads: continuously optimising ad text, utilising high-performance, relevant keywords, and pausing the keywords that aren't doing the job, are just a few such examples. Depending on your niche, type of business and other factors, these may or may not improve your PPC performance.
However, there is one method that's been proven to consistently work...
Bidding on branded terms.
This may sound counterintuitive at first. I mean, why would anyone spend extra cash on something that's already bringing in organic traffic?
Well, according to Google's "Search Ads Pause Study", almost 90% of the incoming traffic that would be generated through ads won't be replaced by organic traffic if you stop bidding on your branded terms.
Want a deeper explanation?
Here's a list of reasons why you should be bidding on your branded terms.
If you're still uncertain about the reasons I've listed, you should test it yourself. Turn your PPC on/off for a couple of months. Check the insights for conversion rates and sales volume. Note if they go up or down during the time your PPC is on, and also note if your branded terms PPC increases your conversion rates.