Google_Research_BlogSo, you got yourself not only a business and a company, but a brand.  That’s pretty awesome!  I’m sure you’re also doing SEO for your business and brand.  That would be a pretty smart idea to do.  I’m also sure that if you’re doing SEO, you’ve thought about including your brand name in the bidding of search terms.  But you want to be careful when doing that though.  There are a number of those who are questioning the incrementality of doing such a thing.  Heck, there was even a study on it back in 2012.

Unless you already clicked on the link and read the entire study before finishing this blog post, you’ll find that in that study, incremental clicks were looked at in instances where you’re already appearing in the organic rankings.  This is something that is probably going to happen a lot of the times when you bid on terms that are specifically associated with your site and brand.

I’m sure that when it comes to bidding on terms and keywords, you’ve at least considered bidding on your own brand terms to some extent.  There’s a good chance that you could have a talk with somebody about bidding on branded search terms.  But before you take the plunge and go ahead with bidding on brand terms, you will want to take a look at incrementality.  Will bidding on these terms get you anything that you wouldn’t get organically?

 has written a guide on Search Engine Land that will walk us through some exercises that will help you assess the incremental value of brand terms and decide if you should bother bidding on them or not.

If you’re interested in potentially bidding on brand terms, but you want to make sure that it’s worth it, you can check out Matt’s guide by going to Search Engine Land and looking for his article, or just follow the link provided below.

Search Engine Land: Should You Be Bidding On Your Brand Terms For Your Search Ads?