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To clarify the question – for Google pay per click campaigns you bid on keywords that you think are relevant to your business, keywords that you think people use to find you online.  When you bid on these keywords, your ad has a chance to show up on the first page of Google. When someone clicks on one of your ads, it costs you money.  So the question is if your business name is “ABC Dental” should you spend money on your name as a keyword?

I have been asked this question several times over the past few years and my answer has always been yes, you should. The argument to this would be why are you going to bid on a keyword term that may not drive “new” clients.  Meaning that if someone is searching on Google and typing your business name in the search bar, don’t they already know who you are?  Shouldn’t you use your marketing dollars on potential customers that don’t already know you?

All valid questions, but here are a few reasons why you may want to bid on your business name as a keyword:

  • What if you were referred by family or  a friend to the one searching, while they do know your name the search could and probably will result in your competitors popping up as well, it will be important for you to show market dominance and authority.
  • Perhaps it is a returning customer that is searching for you and they are doing the search to find your phone number. Again, when they do the search not only will they find you but also your competitors – you need to reinforce to them why you are still their best option.
  • It’s cheap – when you bid on keywords the price per click is driven by how many others are bidding for the same keyword.  It is very likely that there will not be much competition for your name, therefore it should be very cost effective to purchase.

This is our take on this topic, all of the campaigns that we run for our clients do include their brand name and the results of doing that have been very positive.  What do you think, do you have experience with this?