Keywords often help us to get the desired position on search results, however, there are certain keywords that advertisers at times overlook, those are branded keywords.
As brand keywords are directly associated with your product & services, there are two strong reasons why you would wish to bid on a branded keyword.
To Cover Wider Area
If you are a new player in the market, you would like more visibility. And for that, you would wish for your product/services to reach the maximum number of people. Branded keywords do just the thing. They help you cover a wider area and enhance visibility.
To Achieve High Conversion
Once you cover a wider area, people will start trusting your brand and every time will look for your products/services if they want to make a sale. As branded keywords provide relevancy, when people find your brand in the search result, there are high chances that they will go for your product. This will help you to achieve high conversions.
The ultimate goal of any business is to reach new shoppers and make sales. That is the reason, most of the time advertisers bid on the branded keywords to accomplish a good conversion rate.
Apart from these above objectives, there are more reasons to bid on branded keywords.
To Improve Your Organic Ranking
If you are still working to improve your organic ranking, then bidding on your branded keywords will make sure that your brand is noticed. One brief ad on the first page of the search result will make it easy for people to find out about your brand & services. And eventually, you will be able to achieve the desired popularity.
To Gain Competitors Traffic
If your competitors are bidding on your branded keywords then it is very much likely that their ad would show instead of yours. That definitely is lost opportunity. To not let your competitors steal your traffic, you must bid on you branded keywords even if you rank well in the search results.
To Convert Already Interested Customers
If users searching for your branded keywords, it means that they are already aware of your business and services. It is a great point to attract them for a possible conversion action. So an ad with details of an approaching offer could do the magic and move the user to revisit your site and complete a conversion action.
There are more reasons to consider which can be found here.