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Probably one of the most disputed questions in pay-per-click (PPC) search marketing, "should you buy your own name or not for PPC advertising?" There are a few reasons why an advertiser might consider buying their own name including:
With this said, we feel inexpensive and to quickly attract customers are not valid reasons why to spend the extra money buying your own name. This is due in part because customers are looking specifically for you. If you purchase your own name, at high percentage of your customers will click it, which will distort your PPC advertising data.
For instance, if you are tracking inbound phone calls, without keyword spotting 95% of your inbound calls could be from your branded name keywords alone and you would none the wiser. This is a problem because a vendor might take credit for something you might have converted organically. If this is the case, it’s possible the rest of your campaign isn’t as effective as you might think. So what if your competitors are buying your name, what should you do?
If your competitors are buying your name, we recommend that you use a separate dynamic or tracking number for your own branded keywords. This will allow you assess what percentage of your total inbound phone calls come from your name branded keywords versus products/services keywords. Only then, can an advertiser understand the true value of their PPC search marketing campaigns.
Actuate Media is a digital advertising agency in Seattle, WA. Our team has run hundreds of digital advertising campaigns nationwide including: PPC Search Marketing, SEO, Display Advertising, Video Advertising, and more. We are proud to have completed Google Partner’s Specialist Challenge and we are Google Adwords & Analytics certified specialists. Our agency implements a data-driven approach connecting advertising results and analytics, aggregating the data for future analysis allowing our partners to make smart advertising decisions in the future to gain a competitive advantage.
Brad Holly, MBA
Earned his MBA from Seattle, University in 2016. He is a Google AdWords Certified Specialist, with over 8 years of digital advertising experience.