When it comes to franchise advertising, Paid Search is known as one of the most efficient channels to gain high-intent customers. A Paid Search strategy helps ensure that your system is seen when your target customers are searching for what you have to offer. But how do you determine the right keywords for your brand?
Paid Search keywords can be considered them in two distinct categories – Branded and Non-Branded. Let’s review their differences and discuss choosing the right keyword strategy for your brand.
Branded Keywords – These are keywords that include your brand name in the search term. Including these keywords in your campaign helps ensure you’re easy to find, increasing conversions among customers who are looking for you.
However, these keywords can have little incremental impact. If a user searches for your brand name and your brand already has a strong SEO presence, they’ll likely find your site organically, at no cost to you. This means spending too much in this category can have diminishing returns.
Non-Branded Keywords – These are keywords that tie to your products or services. Including these keywords in your campaign helps draw new customers to you who have high intent, but may not know your brand yet.
Non-branded keywords can drive greater incremental impact by getting your brand seen by users searching for products and services you have to offer, driving clicks from users who may not find your site otherwise. These keywords can have an amplifying effect on your brand by drawing in new website users who may not have found your site organically.
An effective Paid Search strategy for franchise advertising maintains branded keyword spend, but places a higher importance on non-branded keywords, ensuring that you reach new customers and gain more new website users.
