Branded Keywords Are Good, Actually

Let's talk about a touchy marketing topic: Branded Keywords. Mike and Nevin discuss some misconceptions about how brands and marketers should be thinking about and using their owned keywords. What happens when a larger brand starts to bid on your branded keywords? What are the best ways to get the most out of them? In this podcast, the hosts, Mike Mardis and Nevin Zevell, discuss the importance of investing in branded search campaigns. They address the common question of why a company should pay for keywords related to their own brand name. Nevin explains that from an organic SEO perspective, the goal is to rank high on organic search results. However, paying to be the number one spot can be enticing and save time in trying to rank for competitive keywords. Mike adds that while SEO auditing is crucial for organic rankings, investing in branded search campaigns allows for more control over messaging and targeting specific audiences. By building paid search advertisements, companies can customize their messaging and provide the information they believe will resonate with customers. Overall, the hosts emphasize that branded search campaigns play a significant role in the marketing ecosystem and should not be overlooked, even if a company already has high organic rankings.