Many pay per click marketing consultants speak of keywords as a monolithic group. They’re not. Here, we discuss two types and why you should know about them: branded and non-branded keywords.
What are Branded Keywords? Branded keywords are those keywords associated with a particular brand, eg, Nike, Gatorade.
What You Should Know about Branded Keywords to Improve Your Pay Per Click Results
While branded keywords are most often used towards the latter part of the buying cycle, how and when you use them will depend heavily on your business model.
These are usually the highest converting keywords – and have the highest value.
Note: Don’t use branded keywords just for the sake of pulling in traffic. You could be wasting money if they don’t convert. So, make sure that it fits within your marketing model.
What are Non-Branded Keywords? Quite simply, these are keywords not associated with a brand. They are industry-specific. For example, if your company produced a well-known electric car, say the GreenMobile I, then some non-branded keywords for that would be “electric car” or “energy efficient car.”
What You Should Know about Non-Branded Keywords Increase Your PPC ROI
Non-branded keywords are an excellent way to bring in “inquiring minds,” or potentially first-time customers. They allow you to build your brand. This is because if someone doesn’t know your brand specifically, by using non-branded keywords, they can find you via terms that relate to your industry.
If you’re not using non-branded keywords, you’re missing out on a lot of traffic.
Non-branding Keyword Research Tip: To find the best ones, research the language that your target audience uses when conducting searches. Knowing this will allow you to choose high-traffic, high-converting keywords.
The bottom line: Branded and non-branded keywords are important to your pay per click marketing efforts. Knowing when to use which can significantly increase your PPC results.
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