Google Search for your website, good or bad?

NulledCode · Mar 1, 2022

So I was searching for the menu to a local restaurant using the Google machine and noticed a search result ad for the restaurant appeared, it was the only ad. I just searched for “restaurant name” and nothing else. I didn’t click on the link because below that in the #1 search result was the restaurant website so I clicked on that instead. Why would anyone pay for their own product name to appear in the search results if they are already ranking for their name?

jtwings · Mar 1, 2022

I'm doing this. First, because sometimes your competitor can run ads in your brand name keyword, your customer can click on the wrong result. Next, because the cost is very cheap to run ads for your brand name keyword, I'm running just $0.001 per click.

Chris Newman · Mar 22, 2022

Many churners & burners run their dummy campaigns in restaurant and restaurant related niches and perhaps a churner & burner would have been running that restaurant's ad and / or perhaps due to SERP algorithms dancing wildly, the organic result may sometimes jump to page 2 and therefore that restaurant is running an ad in GAds search.

NulledCode · Mar 22, 2022

Thanks, these are good tips to pass on to clients. I started running a lead generation campaign for a client’s seasonal business and it’s going well, but I wouldn’t mind trying to sell them on a generic campaign that targets their business name keyword, but need a sales pitch into why the client should pay to target their own brand.

NulledCode · Mar 22, 2022

So this got me thinking, does it make sense to block competitor keywords from your campaign? For instance, if I’m trying to capture leads for “restaurant A” but people search for “restaurant B” is it often beneficial to have your ads showing? I usually add them to my negative keyword list but now I’m wondering if I should not do this.

VitalyProkofiev · Mar 22, 2022

usually competitor keywords are second most effective keywords after your own brand name, so try them, but don't get too aggresive in ad copy (don't mention their name anywhere, at that local level they will notice, unless you exclude radius around their location so they won't see the ad)

sekt · Mar 22, 2022

NulledCode said:
So this got me thinking, does it make sense to block competitor keywords from your campaign? For instance, if I’m trying to capture leads for “restaurant A” but people search for “restaurant B” is it often beneficial to have your ads showing? I usually add them to my negative keyword list but now I’m wondering if I should not do this.

I create a separate ad for the competitor's keywords that goes to a comparison landing page. It converts better and helps maintain the quality score.

If the competitor isn't bidding on their own brand name, these can bring great returns. If they are, however, it can get pricey, and they have an advantage because they pay less per click.

It's called brand bidding if you want to read more on the subject.

NulledCode · Mar 22, 2022

I think I will try adding them back in. I did have somebody searching for “joes service”, land on the client site and submitted even though it wasn’t my clients business.

Google Search for your website, good or bad?

NulledCode

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