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Brand campaign CPC increase
Anyone else finding their branded search campaigns CPC just jump up heaps lately?
Had a couple of clicks for $45 each, and some around $15/16Usually around $1.50
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1 Reply
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What’a your bidding strategy?
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I’d say not to use max conv on brand campaigns. It can eat your budget for no reason. Target impression share is usually a good one for brand. Do you have any competitors bidding on your brand?
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1. Are you using broad match? I don’t recommend on brand. It over matches even though there are some reason controls for this.
2. Target IS goal is fine if you want brand “coverage” – this isn’t going to solve your cpc issue either.
3. If your goal is conversions, focus on conversion-based bidding like tcpa. This will help level off competitors in the auction.
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That’s Google’s way of stealing our money. It happened to me many times and the only solution I found is to use portfolio bid strategy to limit the max CPC on Brand campaigns. It’s either that or keep them on Manual without eCPC.
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Google is becoming a money grab machine without much care these days. With everyone switching to bid strategies, the auction house now tells you how much to pay. It knows how much you can afford and it knows your profit margins. Brand campaigns are effected by this too.
If you use manual cpc and your competitors use BS (bid strategies), you are going to have to increase your bid because google is going go push up others bids to win the click if they think the user will convert.
The days of manual bidding where skill was involved to outsmart the competition and double down on winning keywords are sadly gone. Or maybe I’m becoming jaded by this industry.
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Manual bidding is becoming very outdated.
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Automatic bidding can do all sorts of funny stuff. But defenders of automatic bidding strategies will tell you it is totally fine, and it is better for you. I wonder how many people Google pays to comment here.
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