CLIENT: “We don’t need an ad campaign for the keyword MYBRAND. We’re first in Google’s organic search. Don’t waste my money on ads for these search terms.”

I have been working with Google Ads for six years, and I have to discuss this with almost every client.

Answers.

1) About the first position in organic search results

If, for any query, you are the first in organic results in Google search, your site will be shown in the fourth position. The first three positions show paid ads.

2) About wasted money

If your brand name is not advertised by any of the competitors, then the cost of a click on your ad will be equal to 1 cent.

If one of the competitors is advertising under your brand’s name, you should beat his bid.

3) Monitor demand and brand awareness

Example. There have been fewer orders on the site for the last three days. What’s the matter? Are we having problems with the site? Competitive activity? It could be a fluctuation in demand. Look at traffic changes in a branded search campaign.

We can measure traffic growth in a branded campaign over long periods of time. This will allow us to track the increase in our brand awareness.

4) Sophisticated branded searches

“MYBRAND cashmere coat”

This is a search query for our brand name.

This is our client.

BUT.

There will be stiff advertising competition for this query because of the phrase “cashmere coat”.

If we do not win the auction in advertising, then competitors will take our client away.

5) Google Ads algorithms

Your MYBRAND brand sells the coolest hoodies on the market.

You have a competitor.

He ran ads for the keyword BUY COOL HOODIE in the BROAD match.

The client types in Google search – BUY MYBRAND.

Competitor ads will be shown for this search term.

Always start your Google ads with a branded search campaign.

What bidding strategy should we use for branded search campaigns in Google Ads?

We have these working alternatives:

1) Target CPA

2) Target Impression Share

3) Manual CPC

At a high enough bid, any of the above strategies will generally allow a branded campaign to achieve its goals. But there are some nuances.

EXAMPLE №1

We sell niche software under the brand MYPROG.

There are a lot of non-productive branded searches on Google.

“MYPROG alternatives”
“MYPROG download free”
“MYPROG key activation”
“MYPROG crack”
etc.

We need optimization for conversions here.

The “Target CPC” bidding strategy will be the best choice in this situation.

EXAMPLE №2

We have a leading mass-market shoe brand.

We want a branded campaign to work for conversions, site traffic, and brand awareness.

Here we should use the “Target Impression Share” or “Manual CPC” strategy.

Which of these two?

Our practice for both strategies results in impression share above 95%. Testing required.

Ask Albert how to build a paid acquisition system for your business.