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Google Ads campaigns
Hi! I’m here to ask for help: they have instructed me to manage a new google ads account but I know little or nothing about how to do it. I need some clarification: what is the sense of using the brand name as a keyword? are people who are searching for it not already interested in buying?
If then I wanted to create more generic campaigns, how can I diversify them so that they do not overlap?
Thanks a lot in advance guys -
4 Replies
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You can use brand keywords in order to beat competitors.
If you bid on your own brand you will most certainly win because the ad ranking will be higher than others -
This is one of the oldest arguments in search.
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> what is the sense of using the brand name as a keyword? are people who are searching for it not already interested in buying?
This is a debate that reaches back to the beginning.
Cons:
1. Yes, you’re cannibalizing some of your organic search traffic with paid traffic. You absolutely should attempt to measure this at some point. (this gets very complicated and only do this if you 100% know what you’re doing)
Pros:
1. If competitors are bidding on your brand name (completely viable strategy) or you have a brand name that is generic (ie. “City Chiropractic”), it’s not a good look to have your competitor appear *above* your organic results for your brand name.
2. Clicks on those keywords keywords are going to be ridiculously cheap *for you*.
3. In addition to being cheap, your quality score will likely be 9-10 while competitors will be low, meaning not only are you paying much less per click, it’s naturally much easier for your ads to serve position 1.
4. WooWoo alarm: Some speculate there is a hidden “account/campaign-wide quality score”. If this were true, using branded keywords would also serve to boost the performance of the rest of your account.
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I personally believe the pros outweigh the cons… usually.
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Why are you advertising? What is your goal?
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