Should You Be Running Branded Ads?
October 25, 2018
October 25, 2018
Hey everybody, Adam Arkfeld with ParaCore, and today we’re gonna be talking about branded ads and ad words. I get the question a lot about whether or not to run branded ads, are they a waste of money, are they good for advertising, for paid search? And so, in this video, I’m gonna go over three different scenarios for using branded ads and why you may or may not wanna use ’em.
All right, so the very first scenario is a professional services firm, ParaCore, this is our branded ad. When you type in ParaCore, you get our ad. You also get our organic listing. This is our Google Plus listing or MyBusiness listing, I think it’s called now, and then you get a number of videos down here. So, as you can see, ParaCore pretty much runs the ParaCore search, we pretty much own the page. Now, this dental product related to ParaCore also starts to creep its way up, but we pretty much own it. And so, here you can see this is ParaCore. It gives you a much more, it gives you much more control over your ad and the information you’re seeing when you’re running a branded ad. Here’s the title, there are a few different title lines here, the description, here’s our location, when we’re closing. I have a couple different site link extensions here. And I get to control this content 100%. It also has our phone number. Down here we have some of the information. These site links were automatically created by Google, this is our title tag, and then you have some sort of a description. So, when you’re creating a branded ad, you actually have a lot more control over what people are seeing to a very large degree, it takes a lot of real estate.
When you’re on a mobile device, you can click this to call it, you can click here for directions, so a branded ad also really improves the accessibility of your business to the general consumer. For our business, we’re not getting a billion searches like a company like Apple or something like that, so the cost is really cheap. Branded ads are, I think for us, they’re less than a dollar a click. We spend, I don’t know, a couple hundred dollars a month on it, maybe. It doesn’t cost that much money, but it creates really strong brand awareness, stronger brand recognition, and I personally, as a business owner, just like having that there so that it’s more front and center, people can really see a much bigger ad, see more information about your company, and you can control what you’re showing the consumer.
All right, so that’s a scenario where I think branded ads are really helpful. We do get miscellaneous calls where people aren’t trying to buy our services, we get all sorts of calls on our tracking numbers, but I think it’s very relevant and I think it’s important when a business runs them. Now, another example, we run marketing for different schools. We don’t run marketing for Cortiva, but we do run marketing for competitor-type schools. And what we’ve seen with, like, a school or a, like we do property management, and they really serve, like, there’s kinda two steps or two different markets. So, for this massage institute, when someone is looking for a massage institute and they’re searching for a massage school, you want Cortiva to pop up and appear so that you can grab somebody that maybe isn’t sure where they are in the buy cycle. However, because a massage school is such a large purchase, and it’s not as if you’re looking at 100 of them, there’s only a handful in a certain region, when you type in the name of the massage school, I don’t think it’s incredibly important that a branded ad exists. Unless, of course, you want just more brand recognition like I was saying with ParaCore. But from a performance perspective, if someone’s typing in Cortiva and you’re the first result, you might be getting a lot of searches for this, it might be costing you a lot more if it’s a high volume brand, and it’s not incredibly helpful to get to have the branded ad at the top of the page if you have a student calling who’s already a student, you have someone calling who’s already found you through another paid ad that they already clicked on before. You’re basically advertising to someone that already knows who you are, and you don’t need to advertise to them anymore, right?
Now, again, there’s the conversation that we had before with ParaCore where if you just wanna buy up the space, but from a performance perspective, you’re already gonna be showing here, and I don’t think it’s necessary. Also, if you have a business that has kind of two different markets, so with property management, property management companies wanna find property owners looking to rent their property. They don’t really have trouble finding tenants, or at least in today’s market. So if you buy a branded ad on a property management company, let’s just say it’s, you know, mypropertymanagement.com, then you are basically opening yourself up to get a lot of tenant calls, a lot of calls from people that already know who you are, your existing clients, and I think that’s actually a worse scenario than Cortiva that we’re talking about. If you put it on a property management company, you’re getting all these tenant calls of people that have maintenance requests, or need to pay their bills, or have a complaint, or something else. So, for property management, we’ve actually pulled off all branding ads and it’s just about property rentals in Phoenix or something along those lines. So, I think that, in these scenarios where, once someone’s engaged with you, they already know your name and have brand recognition, I don’t think it’s that important to be buying branded ads to reinforce that. I think, to some degree, it’s wasted spend, and if you have a lot of activity and you have a lot of people looking for your business name, then it could actually cost a lot of money.
All right, now, the third scenario is a company like Mister Sparky, for example, and they’re an electrician, a residential electrician, and you could have the same argument as the last time where it’s like, if someone’s looking for an electrician and they don’t know who they want, so Phoenix electrician, then you want Mister Sparky to show up, and you want people to see Mister Sparky and learn about the brand, click the landing page, contact you, and you’re in great shape. Okay, so you’re actually acquiring a new lead through someone that didn’t know who you were. And then you could also argue that, well, someone types Mister Sparky, they already know who you are, so you don’t really need to show the ad, kind of like we were just talking about a second ago.
Now, there’s two points to consider on that one. Here we have Mister Sparky’s corporate page, they’re a franchise, and so you don’t actually get the local Mister Sparky as your first search result. Now, you do get this map, which has the local Mister Sparky, you do get locations, and then it rolls into home advising. So, your results are not incredibly, are not incredibly dialed in for the organic side because it’s a franchise, and the franchise actually has more weight when you’re typing in the Mister Sparky brand, even though it’s a location search. However, Parker & Sons is buying Mister Sparky as a competitor in a conquesting campaign, so they are trying to steal traffic for people looking for Mister Sparky. Now, I have my own opinions about competitor campaigns. I think if someone’s looking for Mister Sparky and you’re Parker & Sons and they call you, the odds of you converting them when they’re so clearly looking for a certain company are kinda low. It’s a little bit confusing that they’re going to be, if they call, they don’t know they’re calling the wrong number, like they’re using a mobile device and they click to call. I don’t think competitor campaigns are incredibly strong for this type of marketing, or for this type of service offering, which is electricians, because if someone’s looking for Mystery Sparky, they wanna find it. However, for Mister Sparky’s case, they are wanting to be at the top, so if, for example, Mister Sparky wasn’t buying their branded campaign and Parker & Sons came up, then people getting there, especially on a mobile device, might see Parker & Sons first, they might contact them, potentially might convert with Parker & Sons, although that’s kind of weird because you’re looking for such a specific brand and then getting a completely different company. It almost seems it’s like a disjointed experience.
So, those are three different scenarios of using branded campaigns. I think that, if you just want brand awareness and you really just want your name to take up the most in search results, they’re fine. They’re typically affordable, you know, they’re not that expensive on a cost-per-click basis, and if your volume is somewhat reasonable, fine. If you have a very high volume and a nation-wide campaign, you might wanna reconsider that. If you have a lot of people contacting your place of business frequently that are already customers, so they’re always contacting, they already know who you are, and there’s really no other place they’re gonna go, for property management, like, if you are a homeowners’ property management company, they’re just not gonna really go anywhere else. There’s no point in, you know, even conquesting on property management. It doesn’t make any sense because someone’s already working with them, and you may snag one person, but they ROI just probably isn’t there. Or if a student is already going to the school, you know, we do it for aesthetics schools as well, they’re not gonna change schools, so like, if someone’s looking for a specific school, they’re gonna call that school. It has a reputation, it has a brand that precedes it. You don’t need to buy branded ads. However, if there are competitors conquesting your business, then you might wanna introduce a branded campaign, just to be at the top of search results. But even then, I might argue that you don’t actually need it because poaching traffic this way is extremely hard to do when someone is looking for such a specific company in a brand. Like, you know, especially for a school. Like, to conquest another school and to buy another school’s keywords is kinda insane, because people looking for the actual school are just looking to contact that school, they’re not really in the hunt for schools anymore, otherwise they’d be searching for beauty schools in, you know, Phoenix or whatever.
All right, so that’s all I have to talk about with branded campaigns today. Again, my name’s Adam, I’m the owner of ParaCore. We’re a pay-per-click lead generation agency. If you have any questions, please ask them in the comments below. Like the video, subscribe to the channel, and I will see you in the next video.