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Controlling Branded Terms w/Automated Bidding Max Conv.
Hi folks. Sorry if this has been asked before (couldn't find it) but with a super popular "brand" name, our automated bidding strategies can attract a ton of branded traffic that makes it really hard to differentiate branded from non-branded leads, especially with broad/phrase. We want to get a sense of how much we're cannibalizing our organic traffic and how to control it.
Is the move here to negative out brand terms and just launch a different campaign with exclusively exact match brand terms?
I think a move COULD be to put them in the same campaign, with two different ads groups, just with different target CPAs, or CPCs, but that would require moving away from Max Conversions?
Thanks
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1 Reply
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I would separate the brand into its own campaign and negative out brand terms from the nonbrand campaign. Brand is always going to out perform nonbrand, so you want to be able to see those costs separately and not blended.
There is no reason you can’t have both campaigns using max conversions.
Also keep in mind that Google Ads matches competitors to brands now, so if you don’t want to match for those, negative them out as well.
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No one should have brand and non-brand keywords in the same campaign. Brand search needs its own campaign. Unless a brand is in a super competitive space, you can put a brand search campaign on Manual CPC. Smart bidding will have many people over pay for a click.
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