Should You Bid on Branded Keywords? List of Pros and Cons

Nov 7, 2017


Welcome to the comprehensive guide on whether you should bid on branded keywords in the website development industry! In this article, we will analyze the pros and cons of incorporating branded keywords into your search engine optimization (SEO) and pay-per-click (PPC) strategies. As a leading business and consumer services provider in website development, One and Only Web Design has extensive experience in this field and will provide valuable insights to help you make an informed decision.

The Pros of Bidding on Branded Keywords

1. Increased Brand Exposure

Bidding on branded keywords allows your website to appear prominently in search engine results for queries related to your brand. This increased visibility can significantly boost brand exposure, ensuring that your target audience recognizes your business as a reliable and established player in the website development industry.

2. Enhanced Click-Through Rates (CTRs)

When you bid on branded keywords, your website is more likely to attract clicks from users who are specifically searching for your brand. This targeted traffic has a higher chance of converting into leads or customers, thereby improving your overall click-through rates (CTRs). By capturing the attention of users who are already aware of your brand, you can generate more qualified leads and increase your conversion rates.

3. Defend Your Brand from Competitors

By bidding on your branded keywords, you can prevent your competitors from hijacking your brand's visibility in search engine results. Protecting your brand from competitors is crucial to maintaining a strong online presence and safeguarding your reputation. When users search for your brand, they should see your website at the top of the results, establishing your authority and credibility in the industry.

4. Target Competitors' Audiences

One interesting strategy is to bid on your competitors' branded keywords. This allows you to target their audience and potentially convert customers who were initially searching for your competitors. By offering a compelling value proposition and highlighting the unique benefits of your website development services, you can attract users who were considering your competitors but ultimately choose your business instead.

The Cons of Bidding on Branded Keywords

1. Increased Advertising Costs

Bidding on branded keywords can be more expensive compared to bidding on non-branded industry keywords. This is because brand-related terms are often more competitive, resulting in higher cost-per-click (CPC) rates. However, the increased visibility and targeted traffic may offset the higher costs and provide a positive return on investment (ROI).

2. Cannibalization of Organic Traffic

One concern with bidding on branded keywords is the potential cannibalization of organic traffic. When your website appears both in the organic search results and paid search ads for the same keywords, users may be more inclined to click on the paid ad, diverting traffic away from your organic listing. Careful monitoring and optimization are necessary to strike the right balance between paid and organic search visibility.

3. Dependency on PPC Campaigns

Bidding on branded keywords relies on the effectiveness of your PPC campaigns. If your campaigns are not managed properly or if your budget becomes constrained, your visibility and traffic may suffer. This dependency on PPC can be a disadvantage for businesses with limited marketing budgets or those who prefer long-term organic SEO strategies.

4. Potential for Trademark Violations

Using competitors' branded keywords can be a double-edged sword. While it allows you to target their audience, it also carries the risk of potential trademark violations. It is crucial to conduct thorough research and consult with legal professionals to ensure you are not infringing upon any trademarks or intellectual property rights.


In conclusion, whether you should bid on branded keywords in the website development industry depends on various factors. Assessing the pros and cons outlined in this article can help you make an educated decision for your business. At One and Only Web Design, we understand the importance of a well-rounded marketing strategy. Our team of experts can assist you in evaluating your specific goals and crafting a tailored approach that maximizes your brand's visibility and drives targeted traffic to your website. Contact us today to take your website development business to new heights!

Cynthia Shelby
Interesting insights. 🤔👍
Nov 11, 2023