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How much do you pay for branded CPCs?
Curious to see how much others are paying for branded CPCs.
We’re in the B2B space, 10/10 QS on all our brand keywords, and even at £6/click we’re getting absolute top position 21% of the time.
Surely our competitors must be bidding insane amounts to be beating that? We have pretty well optimised campaigns on their brand names and struggle to get a QS above 3/10, so I imagine they’re sitting around the same.
Feels ludicrous that we would need to spend thousands just to protect our brand, or is this common?
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6 Replies
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This will vary significantly depending on industry…. They must be maintaining a crazy high QS.
I would review the competitor ad copy and make sure yours addresses any gap the competition may be filling. We had to do this when I worked at a car rental company (fortune 500 org). Turns out that competitors were showing pricing promotions in the headline and it was generating high clicks (presumably) and likely a high QS (presumably). We modified the ad copy and our average position immediately rose (RIP avg positions)
I think it’s likely not a result of bidding, but creative.
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0.02 cents.
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I see branded ads as a territory game. You’re optimising for CPC while they’re optimising for impression share. Switch to impression share. Then let human behaviour do the rest. They look for your brand, they find it on #1 ad spot, they click.
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Why bid on brand seriously that horse has been flogged
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If you’re using copy that reflects brand name, and that name is everywhere in the landing page you’ll see that price drop.
Usually my UK accounts will reach at least 0,15. But these are dedicated brand campaigns with almost unlimited budget, using very few brand variations (+web, shop, store, online, uk, etc), and match type adgroup split. -
6 is high. Usually it’s pennies but that may mean there are multiple competitors bidding the keywords up.
What does auction insights say for competitors on the branded campaign?
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