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You have a $1,000 per month budget and want new customers… do you still run a brand campaign?
With a low ad spend does it still make sense to bid on your brand name?
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1 Reply
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Yes, if competitors are appearing there. That’s just business sense. If that’s true you’ll lose more by not appearing there than if you do.
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Depends if you organically rank for it. We’ve tested turning off brand KWs and just saw organic conversions make up for the incremental loss.
Brand KWs are very high intent and in my experience very rarely do competitor KWs work. They’ll look for the brand they searched for no matter who pays to be on top.
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You would if you are a competitive industry and have competitors bidding on your brand name.
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Yes
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Only on the channels where I’m losing SOV if I don’t, and even then, only if it will not result in cannibalized organic.
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Always run brand campaigns. It provides easy conversions reporting to identify your best audiences. It helps a lot Google to train your smart bidding. It will be game changer when you’ll be able to do Discovery and Display campaigns, knowing the best audiences that your real customers/fans are part of.
Mostly, you can use your brand campaigns to route your visitors threw some specific pages, not only home, to ease their buying or to promote some under exposed/brand new services you offer.
Don’t forget that SEO on your brand name will always send customer to your homepage. Homepage is the worst conversion rate page by itself.
For every client we are working with on Google Ads, working on brand campaigns was always a quick win, for no budget.
So to me, it’s a no brainer.
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Absolutely.
The branded search convert better and cheaper.
Plus, you take more real estate from the search page.
In my opinion, not worth it to brand on competitors.Plus, doesn’t matter if you are on 1st spot organic. The organic is burried under a lot of crap by Google.
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