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Exclude Brand Name Keywords from Non Brand Search Campaigns?
I currently have 2 Google Search Campaigns.
The 1st search campaign is a Brand Name Search Campaign where the only keywords are exact match of different variations of our brand name.
The 2nd search campaign is a Dynamic Search Campaign where I did not specify any keywords but rather identified certain audience groups as an audience signal.
I noticed that my Dynamic search campaign was bidding on my brand name keywords and performing pretty well. Should I include these as negative keywords in my dynamic search campaign in order to keep my two search campaigns isolated and to save on ad spend, or should I let it be and let there be overlap and let google figure it out?
I am pretty sure I already know the answer to this, but I just wanted to see what everyone else is thinking. Also I am not that experienced with google search as you can probably tell.
Thanks
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1 Reply
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Yes. Exclude them as exact match. This will depend on your goals but based on your structure, this is the move.
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your DSC is working like Pmax as Pmax also focuses on brand name…you should negate the brand name and check the performance.
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Depends, but yes i would also exclude as exact match, and let your branded campaign pick that traffic instead.
The reason why I’m not excluding as a phrase match is that if they search for your brand name in combination with a service you offer, you wouldn’t want that click to go to one of your competitors.
Lets do an example: if someone searches “{Your brand} + cleaning services” and a competitor bids on “cleaning services” as either a phrase or broad match, you may loose out on that customer, because your competitor stole the click.
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Is there a reason you are running DSA? I have never had good results from them in the past.
But yes, exclude your brand names otherwise you will cross bid and drive up your CPC
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This is a smart move, Also, I would also make sure the campaign is targeting PRODUCTS from the meta data that comes back. Also look at the preselect of categories Google chooses to go after after it analyzes your site. This is fair game and a good move.
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