Unless you’re starting a brand new site, PPC campaigns should be an ADD-ON to your digital reach. Through SEO and directory updates, customers searching your brand name should be able to find your company organically – free of charge.
We’ve found most other digital marketing agencies will bid on brand-name keywords. This gives the appearance that PPC campaigns are driving qualified traffic, but ends up being costly for the business. They’re paying for clicks to the website that should free traffic.
With Oddball shoes, we found a similar situation. With our SEO upgrades, we were able to separate branded vs. non-branded search terms, and bid on non-branded searches. This allowed Oddballs budget to stretch much further and compete with larger companies on highly searched keywords.