Running a branded AdWords campaign may seem counter-intuitive but when you realize how little a branded PPC campaign costs and the huge upside, you’ll be kicking yourself for not doing it sooner. A Google study has SEM managers adjusting their strategy on branded PPC campaigns.
Setup your Branded PPC Campaign
- Login to AdWords and create a new campaign.
- Create an ad group for each set of similar brand searches.
- Create three or more ads for each ad group. (Google will rotate the best ones)
- In the campaign settings, choose the locations most relevant to your business.
- Add branded keywords and particular competitor keywords, choosing the match type most relevant to you.
Here are a few reasons branded AdWords campaigns work:
- Dominate your branded SERP. If your brand name (i.e. “coca-cola”) already appears on the first page, that’s great! But what if other businesses appear below your results on the first page? This can provide alternatives that the user may explore and ultimately choose. Limit the amount of available space on the first page by using the appropriate combinations of Google Text Ads and Google Shopping Ads to dominate the search engine results page.
- Branded terms are significantly cheaper than non-branded keywords. One of the common pushbacks to using branded keywords tends to follow the lines of “why would I pay for clicks for my own brand name, isn’t that a waste of money?” Because there is typically very low competition for branded keywords, most tend to have costs-per-click of less than $0.10. With one of our AdWords clients having generated over $2,000 in revenue directly from their branded keywords (totaling $10 in ad spend), the benefits speak for themselves.
- Bid for those already interested in your company. Maybe you have an established client base, but have a common company name, such as “All Season Heating & Air”. Rather than having users search the 7 results on the first page of the search results to find you; bid on your brand name with specific targeting in mind. If you only service Colorado, limit your ads to only show in Colorado, and make it clear that you are Colorado’s “All Season Heating & Air” in the headline (i.e. “All Season Heating & Air – Serving Colorado”. This will allow your returning users to find you in search much easier.
- Full control of brand messaging. Want to offer more insights into what your company can do? Using sitelinks extensions, callout extensions, and more in Google AdWords, you can customize your messaging in a way that’s most relevant to your customers. For example, you can take users to the homepage upon clicking the headline, take them to your product catalog with a sitelink extension, or have them call you directly with a call extension. Whatever your goals are, PPC allows you to customize your messaging in a way that organic results cannot. You can also send users to particular landing pages with your ads, allowing you to funnel users in a way that leads to the best conversion rates.
- Keep the competition from stealing your customers. Every now and then, a competitor may decide to begin a bidding war by bidding on your brand name as a way to steal your customers. Simply bid higher than them to push them down to the bottom of the first, if not the second page.