Protecting Your Brand in Online Search: Brand Name and Brand Conquest Campaigns
In the highly competitive world of home services, it’s important for businesses to stand out and capture the attention of potential customers. One way to do this is through brand name and brand conquest campaigns in Google Ads. These campaigns can help businesses increase brand visibility, protect against competitors, and win new customers.
In this article, we’ll discuss what brand name and brand conquest campaigns are, why they are valuable for home services businesses, and the benefits of each.
Brand Name Campaigns
Brand name campaigns is a type of advertising strategy that focuses on promoting a specific brand or company name in search engine results pages (SERPs).
The strategy behind a brand name campaign is to capture potential customers who are searching specifically for your brand or service offerings in particular.
Why would you want to pay for people who are already searching for you to click on your ads?
Imagine your brand is a house with a beautiful garden. You’ve put a lot of time and effort into making it look stunning, with carefully tended flower beds and a lush green lawn.
But what good is all that effort if nobody knows where your house is or how to find it? Even worse, what if your neighbor with the less-than-impeccable garden stands at the end of your driveway and leads everyone over to their garden instead?
That’s where a brand name search campaign comes in. It’s like putting a big signpost at the end of your street that reads, This way to the beautiful house and garden. By targeting users who are already searching for your brand or company name, you can ensure your brand gets the visibility it deserves and potential customers can easily find and connect with you.
Benefits of Brand Name Campaigns
There are several benefits of using brand name campaigns for home services businesses:
- Increased brand visibility. By targeting brand-related keywords, the campaign can increase the visibility of your brand in search engine results pages.
- Brand protection. By appearing at the top of the search results for your own brand name, you can prevent competitors or other websites from stealing traffic that’s searching for your brand.
- Higher conversion rates. People who search for your brand name are likely to be more interested in your product or service and are therefore more likely to convert into customers.
- Cost effective. Because brand name campaigns have a high click-through rate (CTR) and a low cost per click (CPC), they can be a cost-effective way to drive traffic and conversions to your website.
Brand Conquest Campaigns
Brand conquest campaigns, on the other hand, target users who are searching for a competitor’s brand name or related keywords.
The goal is to capture users who are searching for a competitor’s brand name and persuade them to consider your brand instead. The strategy typically involves bidding on keywords related to a competitor’s brand name, products, or services and creating ad copy that highlights the benefits of your brand compared to the competitor’s brand.
Think of a brand conquest campaign like a car dealership offering a trade-in program. A Chevrolet dealership might offer a deal to customers who are willing to trade in their current Ford vehicle for a new Chevy.
Similarly, a brand conquest campaign targets users who are already considering a competitor’s brand and in the market, and offers them a compelling reason to switch to your brand instead.
By highlighting the unique benefits and features of your brand, as well as showcasing what sets you apart from the competition, you can entice potential customers to make the switch and become loyal customers for the long term.
Benefits of Brand Conquest Campaigns
There are also several benefits of using brand conquest campaigns for home services businesses:
- Reaching a new audience. By targeting people who are searching for your competitors’ brand names or products, you can reach a new audience that may not have been exposed to your brand before.
- Driving conversions. People who are searching for your competitors’ products or services are already interested in what you offer. By targeting them with relevant ads, you can increase the likelihood of driving conversions since they’re already farther down the purchase funnel.
- Lower costs. Because you are targeting people who are currently interested in your competitors’ products or services, the cost per click is oftentimes lower than nonbranded lead generation campaigns (like “ac repair companies in my area”).
- Competitive advantage. You can differentiate yourself from your competitors, and gain a competitive advantage, by highlighting the unique features and benefits of your brand and service offerings. Focus more on what makes you you here.
Why Are Brand Name and Brand Conquest Campaigns Valuable for Home Services Businesses?
In the home services industry, brand name and brand conquest campaigns can be valuable advertising strategies for home services businesses looking to increase brand visibility, protect against competitors, and win new customers.
As always, it’s important to carefully monitor and optimize these campaigns to ensure they are delivering a positive return on investment (ROI) and achieving business objectives.
By deliberately planning target areas for brand name and target competitors for conquest campaigns, as well as creating compelling ad copy, these campaigns can help businesses stand out in a highly competitive market.
Connect With Us
We would love to talk with you about how we can help your brand name and brand conquest campaign. You can get in touch with us here or connect with your BxB Marketing Coach if you’re already working with us.