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
- These types of campaigns can be a cost-effective way to drive traffic to your site and improve brand awareness.
- Bidding on your brand keywords is important to prevent competitors from taking the top spot in search results.
- 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:
- Protect your business by bidding on your branded keywords, as your competitors may also bid on them.
- Use ad extensions, such as sitelink extensions and callout extensions, to provide additional information about your brand and increase visibility.
- Test different ad formats, such as text and responsive search ads, to see which works best for your brand.
- 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.
FAQs
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.
