In the highly competitive landscape of e-commerce, establishing a strong brand presence is crucial for success. One effective strategy for safeguarding your brand's visibility and reputation on platforms like Amazon and Walmart is through the strategic use of branded keywords. In this article, we'll explore the significance of branded keywords and unveil a winning strategy to protect your real estate on these leading online marketplaces.
The Importance of Branded Keywords
Branded keywords are search terms that include your brand name or variations of it. They are instrumental in directing traffic specifically to your products, enhancing brand recognition, and safeguarding your brand equity. Here's why they matter:
Protecting Brand Identity: By bidding on your branded keywords, you ensure that when shoppers search for your brand or products directly, they find your listings prominently displayed. This prevents competitors from hijacking your traffic and diluting your brand identity.
Increasing Click-Through Rates: Research shows that branded keywords typically have higher click-through rates (CTRs) compared to generic terms. Shoppers searching for your brand are often more likely to convert into customers, leading to improved conversion rates and sales.
Enhancing Search Visibility: Investing in branded keywords can boost your organic search rankings. Amazon's algorithm considers factors like click-through rates and conversion rates, and a strong performance on branded keywords can positively impact your overall search visibility.
Easily adjust bids, monitor performance and adjust targeting status in Ads Manager:
Crafting a Winning Strategy
Now that we understand the significance of branded keywords, let's delve into a strategic approach to leverage them effectively on Amazon and Walmart:
Comprehensive Keyword Coverage: Begin by identifying all variations of your brand name, product names, and common misspellings. Create a comprehensive list of branded keywords to ensure maximum coverage and protection of your brand's real estate.
Strategic Bidding and Budget Allocation: Allocate a portion of your advertising budget specifically for branded keywords. While these keywords typically have lower competition and cost-per-click (CPC) compared to generic terms, bidding strategically ensures your ads appear prominently without overspending.
Monitor and Optimize Performance: Regularly monitor the performance of your branded keyword campaigns in the Ads Manager keyword targets tab. Analyze key metrics such as CTR, conversion rate, and return on ad spend (ROAS). Optimize your campaigns by refining targeting, adjusting bids and iterating on ad creatives to maximize effectiveness.
Defensive Strategy Against Competitors: Anticipate competitive threats and proactively defend your brand's real estate. Monitor competitor activity on branded keywords and be prepared to adjust your strategy accordingly. Consider defensive bidding strategies to maintain visibility and protect market share.
Learn more about how in the tools to use Keyword & Targeting Actions here