Are you spending money on branded activity on Google Ads?

If the answer is yes, are you asking yourself if that is a good investment?

If so, you are not alone.

Maybe some of your competitors are bidding on your brand keyword, and you are trying to conquer some real estate on top of the page.

Well, in this case, you are doing the right thing. Keep checking if the others players are doing it in every season of the year, and study a way to counter-attack to bid on their brand keywords.

If you are doing it because your brand is not the first organic result after googling it, it’s a good short-term strategy, but it’s an issue: you need to find a way to help Google to recognize your website and to bring it on top of the search engine response page.

But if you are doing it, because you think that you are investing in your brand, or simply because your account manager suggested you to do it because “numbers of paid advertising are going to look better”, in these cases you are making a big mistake.

There are better ways to invest in your brand and the ROI you see is inflated by clicks that would happen anyway, and in the end, you are cannibalizing your organic traffic.

It can be that you have so much money that you don’t care, but if you have limited resources, make a gift to yourself, and to the company you are working for, save the cost and try some different initiative.

It might be that you discover or learn something that can turn into a game changer for your marketing efforts.