Spending money on search for your brand could be something that is vaguely justifiable. As a online brand manager, search is definitely one of the most effective medium for you to reach your audience. In fact, its the only tool that everyone on it will read, and click your carefully planned message.
Most of us will find ways to buy most, if not all keywords applicable to your brand/products/services – if you have the budget, that is. However, looking deeper into the value of keywords buying, sometimes you might be wondering why you’re buying some of your keywords in the 1st place. And that’s a valid question.
In an Atlas Insight article, it shares an insight on the value of investing on keywords that are self sustainable. We might be paying for people that are navigating the search engine. Meaning to say, looking at the keywords (mainly Brand or Specific keywords), we know that the user already knows what he or she is looking for, hence these keywords might not be required to be paid at all. Most likely, these people clicking on paid search as navigation. (To support this, there are many research that supports the fact that the performance of a campaign is often better when both paid search and organic search appears at the same time). Having said that, IMHO, the brightest thing to pause and review your campaign and then invest in a SEO expert/service.
