In many situations, the incusion of brand names within a PPC Ad can be a good strategy and a CTR booster. But not always.
So unless the brand names are actual keyword search terms, you’ll definitely want to test whether including them will help you out or not.
Here are a few dynamics that can effect whether or not a branded term will help or hurt, along with some example tests from BoostCTR:
Are the terms well known for your target market?
Will searchers recognize the branded term(s) you’re using? Are you sure? What about gift buyers such as spouses and friends?
Take a look at this contest from a while back:
In case you weren’t familiar with them, “Nenuco,” “Maja,” “Heno,” etc. are brand names.
While you might assume that people searching for spanish bath products would be aware of well-known spanish brand names, that’s probably NOT the case for gift givers. The ratio of gifts to “for-me” purchases can help you figure this out, but it will never be as conclusive as a test.
Is the brand name pushing out other “deal sweeteners” or Point of Action concerns?
In the above ad, is “Vivafit” really more persuasive than “award winning” or the inclusion of the key term, Pilates,” in the first line of copy?
Are the branded terms inclusive or exclusive?
If searchers see some brands and don’t see the one they’re interested in, will they assume you do or don’t carry that brand?
Does the inclusion of the word “hot wheels” in the Old Champion PPC Ad turn-off collectors of Franklin Mint style luxury models?
Maybe, maybe not, but again, testing proves the efficacy of the branded term more effectively than almost anything else.
In conclusion, don’t assume that every branded term will up your credibility or CTR. There are more than a few dynamics and concerns to take into account, and that means you’d better do some testing.