Are you beginning to invest in paid search marketing? Have you decided if you will invest in branded or non-branded campaigns? When you use the most beneficial strategy for your business, paid search advertising is an effective way to turn on a steady stream of leads.

So how do you figure out which paid search strategy works best for your business? Here is what you need to know when deciding between branded vs. non-branded paid search marketing.

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How Paid Search Campaigns Work

Paid search marketing refers to all ads that you can place on Search Engine Results Pages (SERPs) like results pages on Google and Bing. These ad campaigns run on a Pay Per Click (PPC) basis, which means you pay every time someone clicks on the ad and moves to your targeted landing page. 

Various factors influence the amount you pay for each click, including competition, ad bidding, landing page quality, ad thresholds, keyword popularity, and context.

For home improvement businesses ready to increase their lead volume, paid search marketing will be the most beneficial. Paid search marketing gives your team the control to increase lead volume while also managing your marketing cost. With this, you can expect to see a higher return on investment and a growth in your brand awareness.

The first step in creating a paid search campaign is establishing either a branded or non-branded strategy. So let’s begin with what you need to know about branded search campaigns.

Branded Search Campaigns

Branded search keywords involve anything that includes your website’s brand name or any related variations unique to your company.  

A campaign that focuses on your brand aims to have your paid advertisement be the number one ad homeowners see when searching for your company name, product(s), or services. For example, suppose you are a home improvement business that sells its products, such as walk-in tubs. In that case, a branded paid search strategy will benefit you in the long run because your website/product will be highly noticeable to high-intent homeowners.

In addition, because branded paid search campaigns already have the advantage of high intent homeowners, you are more likely to reap the benefits of an improved bottom line. On the contrary, branded paid searches also run the risk of not delivering the most value to smaller businesses that lack strong brand awareness and online presence. If you invest in a branded paid search strategy, you will most likely compete against nationally-known home improvement businesses. 

On the other hand, non-branded paid search campaigns help grow and improve your brand awareness.

Non-Branded Search Campaigns

Today, most businesses use a non-branded paid search strategy. Non-branded searches help expand your reach by encompassing a general topic or service that people are looking for in their online search. For example, “Pella window contractor” is a branded keyword, and “window replacement contractors” is a non-branded keyword. As a result, the chances of homeowners searching the latter are bigger than searches going by brand.

People use keywords to learn more about an industry or services and find a provider who can assist with these needs. By expanding your keyword list to include non-branded terms, your campaigns will help you connect with more potential customers.

In addition, a solid non-branded search strategy creates a formidable online presence in the industry because you can dominate the search engine results for all related keywords. The goal is to appeal to the user’s intent and help them see that your services align with what they need.

Finally, an excellent strategy for businesses aiming to expand their lead volume is to invest in a lead generation service specializing in paid search campaigns, such as Modernize.

Modernize Can Help with Lead Generation

Modernize helps home improvement contractors tap into larger markets by leveraging non-branded search traffic. We have proven systems to improve and increase your ROI through our data feedback loop and help contractors achieve their goals. To learn more about growing your lead volume, contact us here.


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