In the competitive world of home improvement, standing out from the crowd is essential, especially in digital spaces where customers search for trusted service providers daily. For home improvement contractors, building a digital presence through search advertising is critical for both brand awareness and lead generation. However, an often-overlooked aspect of search advertising is the importance of branded ad campaigns. In this blog, we’ll explain what branded ad campaigns are, why they’re beneficial, and how to implement them effectively for your business.
What Are Branded Ad Campaigns?
A branded ad campaign is a type of pay-per-click (PPC) campaign that targets keywords specific to your business name, ensuring that people searching for your company find your website in the search results. For instance, if your roofing company is called “Top Dog Roofing,” a branded campaign would display your ad when people search “Top Dog Roofing” online. This allows you to capture highly qualified leads who already know your name and are likely seeking to do business with you.
Why Run Branded Ad Campaigns?
- Defend Your Brand from CompetitorsIn today’s competitive marketplace, other contractors in your area may bid on your brand name or related terms to capture some of your prospective customers. Even if they aren’t directly targeting your business name, competitors bidding on general terms like “roofing services near me” can appear in search results when potential customers search for your brand. Running branded ads helps ensure that your business is prominently visible, keeping competitors from intercepting these searches.
- Build Trust and LegitimacyWhen people search for your company, they’re often in the research phase, confirming your credibility and reputation before making contact. Seeing multiple search results for your company, including your paid ad, organic listing, and Google Business Profile, can reinforce their trust in your brand. This multi-pronged visibility reassures customers, as it indicates your company is well-established, trusted, and worth their consideration.
- Compete Against Similar NamesIf your business name is similar to another contractor’s, or if another company with a similar name operates in a nearby area, branded ads help clarify your identity. For instance, a search for “American Roofing” could easily lead to a different company if there are other roofing contractors with similar names. By running branded ads, you control the message and can prevent customer confusion, helping customers find the correct website for your business.
- Control Messaging for High-Intent CustomersBranded campaigns give you more control over the messaging that appears when customers search for your business. Unlike organic search results, which might be optimized for keywords and SEO best practices, branded ads allow you to customize ad copy to highlight specific selling points, such as “10,000+ Satisfied Clients” or “Voted #1 Roofing Contractor.” These tailored messages can increase your conversion rate by giving customers the exact reassurance they’re looking for before making contact.
- Achieve High-Value Conversions at Lower CostsSince branded campaigns typically have higher click-through rates and lower cost-per-click, they are usually more cost-effective than generic search ads. Potential clients searching for your brand already have an interest in your business, making them more likely to convert. Consequently, branded campaigns often deliver leads at a lower cost, contributing to better ROI over time.
Best Practices for Branded Ad Campaigns
If you’re convinced about the value of branded ad campaigns, here are some best practices to help you make the most out of your investment.
1. Optimize Your Ad Copy
Use ad copy that highlights your unique selling propositions (USPs), such as “20 Years of Experience,” “Free Consultations,” or “Lifetime Warranty.” Tailor the copy to align with your brand’s values and strengths, building trust with searchers. Additionally, include social proof like reviews, ratings, or Better Business Bureau (BBB) scores to further reassure potential customers of your credibility.
2. Create a Dedicated Landing Page
When running branded ads, sending visitors to a highly relevant landing page can increase conversion rates. This landing page should offer information on your services, testimonials, and any special promotions. It’s a great opportunity to deepen engagement with high-quality visuals and a compelling call to action that encourages customers to get in touch.
3. Monitor Search Impression Share
Search impression share is the percentage of times your ad appears in searches relevant to your brand name compared to the total available searches. For branded campaigns, your search impression share should be very high—ideally 95% or above—since you want your ad to appear every time someone searches for your company. Monitoring this metric will help ensure you’re getting the maximum visibility in branded searches.
4. Balance Ad Spend
Although branded campaigns are generally cost-effective, they shouldn’t consume an excessive portion of your ad budget. Reserve the bulk of your budget for non-branded campaigns to capture new customers who haven’t yet heard of your business. Adjust your budget as needed, but prioritize non-branded terms when expanding your brand’s reach.
5. Don’t Start Branded Campaigns Too Early
For new businesses, running branded campaigns may not be beneficial until you’ve built some brand awareness. Initially, it’s better to allocate resources toward non-branded campaigns to attract new leads. Once your business has gained visibility, you can consider launching branded campaigns to protect and maximize your search presence.
The Other Side: Competitor Campaigns
While branded campaigns help you secure your brand name in search results, some businesses take an “offensive” approach by running competitor campaigns. These campaigns target the names of competing companies, intending to intercept potential customers who are already considering a competitor. However, these campaigns require careful execution. For instance, while you can target competitor keywords, you cannot use a competitor’s brand name directly in your ad text, as this can be seen as misleading and could violate Google’s advertising policies.
Competitor campaigns may be beneficial in highly competitive markets, especially if you have a strong offer or promotion that can make customers consider switching to your business. However, because they can be controversial, it’s essential to consult with your digital marketing agency and weigh the potential benefits and risks.
Key Metrics to Track in Branded Campaigns
To evaluate the success of your branded campaign, keep an eye on the following metrics:
- Conversion Rate: As branded campaigns target people already looking for your business, they should yield high conversion rates.
- Cost-Per-Click (CPC): Your CPC should be lower for branded campaigns than for non-branded ones, as competition for your own brand name is typically less intense.
- Click-Through Rate (CTR): A high CTR indicates that people are finding the branded ad relevant, reinforcing that the campaign is reaching the right audience.
Wrapping Up
For home improvement contractors, branded ad campaigns can be a powerful tool for safeguarding your brand, enhancing trust with potential clients, and achieving high-quality leads at a lower cost. By creating targeted ads that resonate with people already familiar with your business, branded campaigns strengthen your market presence, ensuring you stand out even in competitive searches. If you’re ready to explore branded ad campaigns, consider partnering with a digital marketing agency like Fat Cat Strategies, where we specialize in helping contractors maximize their digital advertising impact.
If you’d like to learn more about branded campaigns or get help with setting up a strategy tailored to your goals, contact us today!
