Branded Search Terms - What Are They, & Why You Should Care:
Author: Shelley Glime
Branded search terms are a type of keyword or words in Google Ads that contain a business's or products’ name. For example, if the marketing campaign was for Clear Choice. The Google Ads campaign would contain an ad group with broad, phrase, and/or exact match keywords for Clear Choice (i.e. Clear Choice, “Clear Choice”, [Clear Choice]).
These terms are considered branded search terms. The reason why some marketing companies do this is so their ad will show up first.
But Should You Really Care?
Although this tactic can appear to create numerous leads at a low cost per patient acquisition, if your site ranks high in the search engine results page (SERPs), it typically is a waste of your paid funds. Even worse, it inflates the results of your paid marketing efforts. If a patient is searching for a specific practice, typically they have either been referred or are a current patient. In other words the number of leads received may be super high for these campaigns; however, more than likely these patients would find your office’s information organically and still reach out to your practice. So you end up directly paying for a referral or current patient!
If you are worried about competitors converting these patients due to incorporating your practice’s name in a competitors ad group, keep in mind these patients will typically be very difficult to sway. They have already heard great things about your practice and have made up their mind about which practice they wish to visit. Our marketing company has listened to numerous calls regarding patients looking for a competitor practice and almost every single office fails at converting these patients. As soon as the office states that they are not one of, for example, Clear Choice’s locations - the patient almost immediately hangs up! So why waste your marketing funds on patients that are already yours?
At Progressive Dental the only way we incorporate branded search terms is when one of our clients requests it or the client has a brand new practice that doesn’t rank on the Google SERPs. Our goal is to provide you with actual new patients, boosting your overall revenue, and growing your practice.
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