The King and Prince Case Study
Should you bid on branded keywords

The Challenge

We've had the opportunity to work with The King and Prince, a Georgia beach resort, for over a decade on a variety of projects from digital marketing strategies to a new, responsive website. Paid search management is part of their ongoing marketing strategy and continuing to optimize using collected data is key. As part of that effort, it is important to know which campaigns are most effective and whether branded campaigns are worth the spend.

We had the following questions:

  • We already knew that the branded keywords have an incredibly high ROI. But does running ads on branded keywords make a significant difference in clickthrough rate to the site?
  • Were the ads attracting clicks that would otherwise have clicked through organically for free?

The Study

To better understand potential client behavior on Google, we compiled data on how users behaved when The King and Prince showed organically without an ad and how users behaved when both an ad and an organic listing were shown. We put together the following data from Google Search Console for the top five branded keywords:

  • For the organic listing, we found the number of times it showed during the study period (March 2017) and the clickthrough rate.
  • We compiled the number of times the organic listing and the ad showed together, their total clickthrough rate, the number and percentage of those clicks that were ad clicks, and the total cost for the ads to run.
  • We were able to estimate how many clicks on the ad would have gone to the organic listing had the ad not shown based on this data.

The Results

The results made it clear that running ads on branded keywords was a critical component of The King and Prince's paid search effort:

  • There was a 93% increase in clickthrough rate to the website when users were presented with a Google search results page that had both a paid ad and organic listings vs. just organic listings.
  • We were able to estimate that only 7% more of the total clicks to The King and Prince website would have gone through to the site organically if we had not been running ads on the branded terms. So nearly all of the clicks on ads were from users who otherwise would have been lead to other websites by competitors bidding on The King and Prince's brand name. Since the clicks on these branded keywords are so inexpensive and the conversion rate is so high, it is well worth paying for the clicks from this group.

We are looking forward to continuing to work with The King and Prince on all their digital marketing needs. To find out how Unidev can assist your organization with Digital Marketing, contact us today.


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