Should the brand name be included in Google Ads keywords or not? When is it worth it, when should it be avoided?

While there is no one-size-fits-all answer to this question, there are a few scenarios where including your brand name can be a wise choice.

In general brand name in PPC keywords:

If you are a well-known brand with high brand recognition, but this particular pay-per-click campaign is aimed at promoting a new product or service, it can be a good idea to include your brand name in your keywords. This can help you to capture users who are already familiar with your brand. By utilizing your existing brand recognition, you can increase the chances of converting these users into new customers.

 

  • If you are a new or lesser-known brand and are looking to generate awareness and increase brand recognition, then it may not be necessary to include your brand name in your keywords. Instead, focus on targeting more generic keywords related to your products or services to reach a wider audience.
  • If you are a retailer or reseller of well-known brands and are looking to capture customers who are specifically searching for those brands, then including the brand name in your keywords can be a good idea. This can help you attract customers who are specifically looking for products from those brands.
  • If you are a competitor of a well-known brand and are looking to capture some of their traffic, then including their brand name in your keywords can be an effective strategy. However, you need to make sure that you are not infringing on any trademarks or violating any rules and regulations.

These scenarios aside, there are some instances where using your brand name in your keywords may not be necessary or even appropriate. For example, if you are a new or lesser-known brand that is looking to generate awareness and increase brand recognition, it may not be necessary to include your brand name in your keywords. Instead, focusing on generic keywords that are related to your products or services can help you reach a wider audience.

Similarly, in niche markets with few competitors and a limited number of potential customers, including your brand name in your keywords may not be necessary. Likewise, if you have a limited budget for your Google Ads campaign, you may want to prioritize more specific keywords that are likely to attract a larger number of potential customers.

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“If a potential client already knows my brand and includes the name in the search request, he will still find our website without advertising. Does this mean that it is not worth spending extra money including keywords with our brand in the list?”

Yes, it’s a valid point. If users are already searching for your brand by name, then they are likely to find your website through organic search results, even without running ads, especially in case you have decent results in your SEO. In this case, it may not be necessary to include your brand name in your Google Ads keywords.

However, there are still some reasons why you might consider using your brand name in your Google Ads keywords, even if users are already searching for your brand:

Brand protection: Including your brand name in your keywords can help prevent competitors from bidding on your brand name and potentially stealing traffic from you.

Enhanced visibility: Running ads with your brand name can give your brand greater visibility in search results, which can increase brand awareness and lead to more clicks and conversions.

Control over messaging: Running ads with your brand name allows you to control the messaging that potential customers see in the ad, which can help you to highlight specific products or promotions and increase the chances of converting the user.

Overall, including your brand name in your Google Ads keywords can still be a valuable strategy, even if potential customers may find your site through organic search results.

When should I avoid it at all?

While including your brand name in your Google Ads keywords can be beneficial in many cases, there may be situations where it is best to avoid it altogether. Here are a few scenarios where you may want to avoid using your brand name in your keywords:

Low brand recognition: If your brand is not well-known, it may not be worth including your brand name in your keywords, as there may not be many users searching specifically for your brand.

Limited budget: If you have a limited budget for your Google Ads campaign, you may want to prioritize more specific keywords that are likely to attract a larger number of customers.

Niche market: If you operate in a niche market where there are few competitors and a small number of potential customers, including your brand name in your keywords may not be necessary.

Ultimately, whether or not to include the brand name in your Google Ads keywords depends on your digital strategy, marketing goals and the nature of your business.