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The value of bidding on
your brand terms
An offensive and defensive strategy for digital marketers
Retail
Edition
There is an ongoing debate about the
inclusion of brand name keywords in
search marketing campaigns.
Performance of brand ...
The researchers at Bing Ads
recently tackled a big question
that advertisers wrestle with…
“To bid or not to bid
on brand ...
We analyzed
3 million
impressions
for retail
on Bing in
December 2014.
And included
the majority
of the brand
terms searched
for in the
retail vertical.
We compared
two scenarios:
1) When a brand term
ad was present on the
search results page
2) When a brand term
ad was not ...
Because Bing Ads is a search engine,
we have deep insight into what’s
happening on the search results
page – for any brand...
We found two things.
Advertisers who bid on their brand
terms received:
More clicks.
And fewer
went to competitors.
By bidding on your brand terms,
you are playing offense and defense
at the same time.
Driving more clicks on offense, and
...
Let’s start.
We looked at how many clicks a brand got
without a brand ad present on the search
results page.
“retail brand”.com
Here’s ...
Then we looked at how many clicks a brand got
with a brand ad present in search results page.
Here’s where people clicked:...
First let’s look at the results
when an advertiser is not
bidding on their brand terms
in the retail space.
“travel brand” flight“retail brand”.com
For the retail industry, when no brand ad is
present, the brand received 60% of cl...
Do clicks increase when
we add a brand ad?
Yes! Clicks increased 32% when a brand ad
was present.
91%
Brand ad + organic
Brand ad in main line position 1 and top org...
Booyah! That’s 31% clicks gained as a result
of brand term bidding.
Gain
Brand ad + organic
60%
31%
Source: Bing Ads Inter...
Here’s where the clicks will go:
49%
Brand ad + organic
42%
TO BRAND AD
TO ORGANIC
Source: Bing Ads Internal Data, Decembe...
Our research shows that
Brand term bidding helps
deliver more clicks.
More clicks? Let’s break
that down…
What about cannibalization?
Wouldn’t I receive some of
those clicks anyway if I didn’t
bid on my brand terms?
Yes, some paid clicks you may have received anyway.
But you also received 31% incremental clicks!
Incremental (paid) click...
Competitors are getting 40% of clicks when no
brand ad is present.
91%
No brand ad
60%
Brand ad + organic
40%
9%Your
compe...
How many of these
clicks to competitors
were on their ad?
Great question. Clicks on competitors’ ads decreased
from 34% to 4% when a brand ad was present.
91%
No brand ad
60%
Brand...
Let’s take a look at a few
examples from individual
retail advertisers.
Without a brand ad present, this major retail
company’s competitors can capture over half
of the clicks for some searches....
Just a few of clicks to competitors were on their
organic results.
34%
“Retail brand”
furniture
57%
“Retail brand”
bridal ...
Oh snap!
High fives all around for this major retail company.
Competitor ads captured only up to 11% of clicks
with a brand ad pres...
Booyah!
Let’s recap that.
Brand term bidding is a
strategy that allows you to
play offense and defense
at the same time.
Bidding on your brand terms...
What do I risk if I don’t bid
on my brand terms?
❶ Getting a lower “click-yield”
or rate of clicks/searches, even with
a s...
What do I risk if I don’t bid
on my brand terms?
As we saw, you can risk losing
nearly half of clicks if you don’t
bid on ...
What’s the best way
to get started?
To learn more about the value of bidding on your
brand terms, check out the complete Bing Ads
research study and white pap...
Brand Term Bidding: An offensive + defensive strategy - Retail Edition
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Brand Term Bidding: An offensive + defensive strategy - Retail Edition

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There’s ongoing debate for digital marketers on the value of bidding on your own brand terms. The data scientists at Bing Ads recently tackled a big question – “To bid or not to bid?”

Turns out, bidding on your brand is a strategic move, allowing you to play both defense and offense at the same time. Offense in capturing more clicks, and defense in preventing your competitors from winning clicks to your brand terms. Score!

For more vertical insights, visit bingads.com/industryinsight

Published in: Marketing
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Brand Term Bidding: An offensive + defensive strategy - Retail Edition

  1. 1. The value of bidding on your brand terms An offensive and defensive strategy for digital marketers Retail Edition
  2. 2. There is an ongoing debate about the inclusion of brand name keywords in search marketing campaigns. Performance of brand name keywords varies according to many factors, including the competitiveness of the industry segment.
  3. 3. The researchers at Bing Ads recently tackled a big question that advertisers wrestle with… “To bid or not to bid on brand terms?”
  4. 4. We analyzed 3 million impressions for retail on Bing in December 2014.
  5. 5. And included the majority of the brand terms searched for in the retail vertical.
  6. 6. We compared two scenarios: 1) When a brand term ad was present on the search results page 2) When a brand term ad was not present on the search results page
  7. 7. Because Bing Ads is a search engine, we have deep insight into what’s happening on the search results page – for any brand, advertiser, and industry. Since we can see all the clicks on the page, we can tell if the clicks go to your brand, your competitor, or somewhere else.
  8. 8. We found two things. Advertisers who bid on their brand terms received: More clicks. And fewer went to competitors.
  9. 9. By bidding on your brand terms, you are playing offense and defense at the same time. Driving more clicks on offense, and preventing your competitors from winning clicks to your brand terms on defense. Score!
  10. 10. Let’s start.
  11. 11. We looked at how many clicks a brand got without a brand ad present on the search results page. “retail brand”.com Here’s where people clicked – the top organic positions Retail
  12. 12. Then we looked at how many clicks a brand got with a brand ad present in search results page. Here’s where people clicked: The brand ad (mainline position 1) The top organic positions “retail brand”.com Retail
  13. 13. First let’s look at the results when an advertiser is not bidding on their brand terms in the retail space.
  14. 14. “travel brand” flight“retail brand”.com For the retail industry, when no brand ad is present, the brand received 60% of clicks on the search results page – from organic listings. Source: Bing Ads Internal Data, December 2014. No brand ad People clicked the top organic positions Retail
  15. 15. Do clicks increase when we add a brand ad?
  16. 16. Yes! Clicks increased 32% when a brand ad was present. 91% Brand ad + organic Brand ad in main line position 1 and top organic listings. “retail brand”.com Source: Bing Ads Internal Data, December 2014. Retail
  17. 17. Booyah! That’s 31% clicks gained as a result of brand term bidding. Gain Brand ad + organic 60% 31% Source: Bing Ads Internal Data, December 2014. Brand ad in main line position 1 and top organic listings. No brand ad 60% Retail
  18. 18. Here’s where the clicks will go: 49% Brand ad + organic 42% TO BRAND AD TO ORGANIC Source: Bing Ads Internal Data, December 2014. Brand ad in main line position 1 and top organic listings. “retail brand”.com Retail
  19. 19. Our research shows that Brand term bidding helps deliver more clicks. More clicks? Let’s break that down…
  20. 20. What about cannibalization? Wouldn’t I receive some of those clicks anyway if I didn’t bid on my brand terms?
  21. 21. Yes, some paid clicks you may have received anyway. But you also received 31% incremental clicks! Incremental (paid) clicks from the brand ad Overlap: Paid clicks you may have received free anyway from organic listing 49% No brand ad 60% Brand ad + organic 11% 31% Source: Bing Ads Internal Data, December 2014. Brand ad in main line position 1 and top organic listings. Retail
  22. 22. Competitors are getting 40% of clicks when no brand ad is present. 91% No brand ad 60% Brand ad + organic 40% 9%Your competitor You Your competitor You Source: Bing Ads Internal Data, December 2014. Brand ad in main line position 1 and top organic listings. Retail
  23. 23. How many of these clicks to competitors were on their ad?
  24. 24. Great question. Clicks on competitors’ ads decreased from 34% to 4% when a brand ad was present. 91% No brand ad 60% Brand ad + organic 6% 5% 34% 4% Competitor ad Competitor organic Competitor ad Competitor organic Source: Bing Ads Internal Data, December 2014. Brand ad in main line position 1 and top organic listings. You You Retail
  25. 25. Let’s take a look at a few examples from individual retail advertisers.
  26. 26. Without a brand ad present, this major retail company’s competitors can capture over half of the clicks for some searches. 34% “Retail brand” furniture 57% “Retail brand” bridal registry 69% “Retail brand” baby registry 43% 66% 31% Source: Bing Ads Internal Data, December 2014. Competitor Ad + organic No brand ad Retail
  27. 27. Just a few of clicks to competitors were on their organic results. 34% “Retail brand” furniture 57% “Retail brand” bridal registry 69% “Retail brand” baby registry 41% 61% 25% Source: Bing Ads Internal Data, December 2014. Competitor OrganicNo brand ad Competitor Ad 6% 5% 2% Retail
  28. 28. Oh snap!
  29. 29. High fives all around for this major retail company. Competitor ads captured only up to 11% of clicks with a brand ad present. 97% “Retail brand” Bridal 82% “Retail brand” Home 81% “Retail brand” Furniture Sale 18% 19% Competitor Ad + Organic Brand Ad + Organic 3% Retail
  30. 30. Booyah!
  31. 31. Let’s recap that.
  32. 32. Brand term bidding is a strategy that allows you to play offense and defense at the same time. Bidding on your brand terms reduces opportunities for your competitors to capture your customers or their mindshare if they bid on your brand terms. ❶ PLAY OFFENSE Brand term bidding helps deliver more clicks. ❷ PLAY DEFENSE Brand term bidding means fewer clicks to competitors
  33. 33. What do I risk if I don’t bid on my brand terms? ❶ Getting a lower “click-yield” or rate of clicks/searches, even with a strong SEO strategy in place.
  34. 34. What do I risk if I don’t bid on my brand terms? As we saw, you can risk losing nearly half of clicks if you don’t bid on your brand terms. ❷ Losing clicks to competitors attempting to “conquest” the searches for your brand. Don’t let your competitors steal demand for your brand – your clicks and leads. .
  35. 35. What’s the best way to get started?
  36. 36. To learn more about the value of bidding on your brand terms, check out the complete Bing Ads research study and white paper data-driven decisions Ready, set, bid

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