Table of Contents

Brand Search Campaign

What is a brand search campaign?

A brand search campaign on Google Ads is a type of advertising campaign where a company bids on its branded keywords, such as its company name, to appear at the top of search results when people search for their brand.

They help to promote brand awareness and drive traffic to a company's website when someone searches for their brand name.

Key takeaways

  1. These types of campaigns can be a cost-effective way to drive traffic to your site and improve brand awareness.
  2. Bidding on your brand keywords is important to prevent competitors from taking the top spot in search results.
  3. Monitoring and optimizing your campaign regularly can help you improve performance and ensure you get the most out of your advertising spend.

How does a brand campaign work?

Brand search campaigns work by bidding on brand-related keywords, such as the company's name or variations, and displaying ads to users searching for those terms.

Since these campaigns target branded keywords, they typically have a high click-through rate (CTR) and conversion rate because users searching for a specific brand are often highly motivated to interact with it.

CTR calculation

To calculate the click-through rate (CTR) of your brand search campaign, divide the number of clicks your ad receives by the number of impressions, then multiply by 100.

For example, if your ad received 500 clicks and 10,000 impressions, your CTR would be 5%.

Quick tips for effective brand campaigns

Here are four strategy-driven tips:

  1. Protect your business by bidding on your branded keywords, as your competitors may also bid on them.
  2. Use ad extensions, such as sitelink extensions and callout extensions, to provide additional information about your brand and increase visibility.
  3. Test different ad formats, such as text and responsive search ads, to see which works best for your brand.
  4. Monitor your campaign performance regularly and adjust your bidding and targeting strategies accordingly to maximize your return on investment.

Additional considerations

  • Remember to exclude negative keywords to stop your ads from appearing for irrelevant search terms.
  • Consider using remarketing campaigns to target users who have already interacted with your brand.
  • Keep an eye on your competition to ensure you stay ahead of them in search results.


Do I need to run brand search campaigns if my brand is already well-known?

Yes, these campaigns can still be beneficial even if your business is well-known. They can help protect your brand from competitors and ensure you capture all relevant search traffic.

Should I bid on my own brand keywords?

Yes, bidding on your own brand keywords is vital to prevent competitors from taking the top spot in search results.

How can I improve the performance of my brand search campaigns?

Some strategies to you can use include using ad extensions, testing different ad copy and landing pages, and focusing on mobile optimization.

How can I evaluate the success of my brand search campaigns?

You can measure the success of your brand search campaigns by monitoring metrics such as:

  • Click-through rate (CTR)
  • Conversion rate
  • Return on ad spend (ROAS)

What are some mistakes to avoid?

Common mistakes to avoid include neglecting negative keywords, not optimizing for mobile, and not regularly monitoring or optimizing your campaign.

Related Terms


What is remarketing? Remarketing, also called retargeting, is a digital marketing approach that engages audiences who previously interacted with a brand to encourage specific actions.

Ad Variations

What are ad variations? Ad variations are different versions of your ads that you create to test and optimize your campaigns, which can help you

Ad Scripts

What are ad scripts? Ad scripts are snippets of code written in JavaScript that allow you to automate and customize various aspects of your Google

Activity rate by channel

What is ‘Activity rate by channel’? Activity rate by channel measures how often users engage with your ads across different advertising channels. This metric considers actions


What is Abandonment-rate? Abondment-rate is the percentage of users who click on a Google Ads ad but then leave the landing page without completing the

Brand-Focused Shopping Campaign

What are Brand-Focused Shopping Campaigns? Brand-Focused Shopping Campaigns are a type of Google Shopping campaign that targets users who are searching for your brand or

Want to hire us to grow your ecommerce store?

We’ve generated millions for our clients using the methods we’ve developed over the years with a singular focus on Google Ads and CRO for ecommerce. To discover how we can help grow your business:

Generic selectors
Exact matches only
Search in title
Search in content
Post Type Selectors

Subscribe to Our Newsletter to Improve Your eCommerce Digital Marketing!

Thank you for your interest in our newsletters. We will send you only the most important news and updates. No spam, we promise.

We are committed to protecting your privacy, as described in our Privacy policy.

What’s your goal today?

1. Hire us to grow your ecommerce store

We’ve generated millions for our clients, using the methods we’ve developed over years with a singular focus on Google Ads for ecommerce. To discover how we can help grow your business:

Claim your FREE website strategy session with one of our renowned experts.

2. Learn & develop your ecommerce skills

Watch our highly regarded YouTube channel, followed by over 23,000 store owners and ecommerce learners from around the world.

You can also subscribe to our weekly email newsletter to get real-world tested growth and optimization strategies, as well as notifications on anything you may need to know as an ecommerce store owner.

Browse our blog, written and structured to be the best resource in the world for anyone starting and growing their online store. It includes strategy guides, setup instructions, checklists, and tools.

Explore our KeyCompendium, which is a comprehensive wiki of digital marketing terms. Many readers have commented on the usefulness of this content.

3. Join our team

If you want to join our team—or discover why our team members love working with KeyCommerce—then see our “Careers” page.

4. Contact us

We help ecommerce store owners around the world, so get in touch!