What is Branded Paid Search? Should I run BPS or not?

Sometimes you will see a traffic source named Branded Paid Search (BPS) in Google Analytics. besides Generic Paid Search (GPS) and some other popular sources like. Organic Search, Direct, Referral, Social, Other. Many novices will find it difficult to understand this indicator. Some people who know don’t seem to care much. So in this article XDIGI  will explain this term. Along with that are tips for you to decide whether to run BPS or not.

What is Branded Paid Search? what’s different with Generic Paid Search

When reading this phrase, you will immediately find the very familiar Paid Search word. Paid Search is quite popular with Advertisers. And it’s a bit strange for SEO people to “exclude” Ads. Paid Search keyword translates to “advertisement”. Just kidding, it means paid search. This source appears when your website has traffic coming from ads. However, some websites when running ads will only appear GPS sources and very rarely appear BPS sources. So what is BPS? And why is it so rare?

Branded Paid Search is one of the countable traffic sources in Google Analytics

Branded Paid Search is the source of traffic coming from “brand advertising”. That is, it appears when you are advertising the brand only. And of course, there must be people accessing the website through those ads. But how to run this type of advertising?. Find out more below.

How to run Branded Paid Search

Running BPS is extremely simple, it’s no different than running regular ads. The only difference is that it uses the exact keywords for your brand. For example, you have a website with the name brandname.com and brand name is your brand name. When you run this keyword, on Google Ads it’s an action running BPS.

However, you may not always be recorded as running BPS. XDIGI has the following notes to share with you.

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• Your website must be identified with brand keywords. This is the first important thing. This is not easy. And it needs to combine with SEO to do this. Remember that not the website domain name has that word, it is your brand word. For example, the word “Mercedes” would be the brand keyword of the website “www.mercedes-benz.com.vn” in Vietnam. And in other countries, they will be identified websites in that country instead of this website.
• Your website must have real search through brand keywords. Some SEO friends use virtual traffic tricks to find traffic. But until Ads, I can’t see the source of BPS access anywhere. After the search by Google’s algorithm. Your website can be severely penalized.
• BPS brand ads should run year round. The budget for this type of keyword is not high if your Brand is not big. And if your Brand is big, you don’t have to worry about the cost. Because the higher the bid for this keyword, the more successful you are. Read more below to know if you should run BPS or not.

Should I run Branded Paid Search or not?

When knowing BPS, many people will question whether to run BPS or not?. In fact, this is not an advertiser’s decision. This is the decision of an entire communications department. Because it’s simply not just about bringing on conversions. It is also very important in brand communication.

Some people think that with the brand keyword. It has been SEO to the top 1. Is there any need to run ads anymore or not. Indeed, this is a very immature thought in the field of advertising in particular and the media in general. You can get 1st, 2nd, 3rd, 4th,.. even the whole page 1 is full of PR pages for your brand. But you should remember there is still 1-2-3 position for ads.

Mercedes Benz Vietnam runs ads even though the website has taken the top 1-2 natural of the brand keyword

Did you know that the brand keyword of “mercedes” has an average of 10k -100k searches a month. And the price to top the search page of this keyword only falls in the range of 700-800 VND/click. If mercedes does not run this keyword to the top. Similar competitors like BMW, Lexus,… will run. This is an unacceptable thing. If you are ranked 1-2, no brand will ever run Brand for you anymore. So when your brand has been searched on Google. Don’t forget to run BPS.

How to run BPS efficiently?

There is no single formula to run BPS effectively. Because of its competitive nature, it follows the breadth of your brand. If your brand is small, you spend less money. If you are big, you can spend tens or even hundreds or billions of dong.

Let me tell you, I used to run for quite small Brands. Every day, the word brand only searches about 50-100 times. But I’m still running. Run here in addition to just in case the opponent. I run to increase the conversion rate or to make a special announcement for the guests who know me. For SEO, you change the title, the description will not update immediately. It’s even limited, and refuses to always describe what you give. But with Ads it is different. Wider description length, flexible title changes. And it will update as soon as browsing in about 24 hours.

In addition, running the brand is extremely simple. Set less than 5 minutes, browsing is not as harsh as normal keywords. And it’s much less variable than other ads. So just run. In short, when you don’t know this, you can often ignore it. But to build a successful Brand, this is indispensable. If you have not set it, do it right after reading this article.

Good luck !