The answer to whether you should bid on your brand name is a much-debated topic in PPC. It all depends on what type of scenario your business is in. We’ve pulled together a few different examples and what we’d recommend you do in this instance.
1. You are a new brand and are not yet ranking for your brand name organically: you should absolutely bid on your brand name to allow customers to find you
2. If your brand ranks highly organically and no other competitors bid on your brand name, then there is no need to bid on your brand name
3, However, if other competitors are bidding on your brand name, then we would recommend bidding on your brand name, especially if you’re organic ranking is poor
4. If your brand name is also used as a generic term such as ‘tupperware’ this could result in a lot of competitors bidding on the term, in which case we would recommend bidding on your brand name.
The above is by no means an exhaustive list, and it also depends on several different factors. We’d recommend a test and learn approach.