PPC Keyword Bidding On Your Own Name

Question: We rank #1 for our company name in the organic search results. Does it make sense to also purchase a PPC ad for our company name?

Answer: There are several reasons why you might want to bid on PPC ads for your own name. Perhaps the biggest occurs when your competitors are bidding on your name. A competitor ad may be confusing enough to potentially funnel some visitors to their site – especially if their ad appears above your organic listing.

Another bonus is this: by bidding on your name, your ad appears in related content sites (if you have activated that option). For example, a newspaper or magazine article might have a mention of your company. That same page may have PPC ads on it. By bidding on your name, your ad and link will likely appear on that content site’s page.

Another consideration is that the cost is often very low. It’s probably worth allocating a small percentage of your budget to ensure that you capture these leads that you may or may not have captured from your SEO campaign.