How to excel in your Brand campaign in Google Ads

Running a Brand campaign on Google Ads is far from useless. Here are the main benefits. 

1. Protect your brand: don't let your competitors steal the top spot.
2. Take up more space on search results: you will easily occupy the entire mobile screen if you appear in both organic and paid results. 
3. Drive your prospects to specific pages
4. Customise and test your arguments as much as you like (more difficult in SEO)
5. Lower your overall cost per conversion for your Google Ads account

The answer is: nothing compared to all the benefits described above.

We will understand how to have a successful Brand Google Ads campaign at low cost.

Here are the best pro tips to excel in your branding campaign.

1. Always use manual auctions.
2. Add keywords in Exact or Phrase. Never in Large.
3. Check the search terms.
   1. Make exclusions if necessary from the search terms.
   2. Make exclusions from searches from countries where you do not deliver for example).
   3. Make exclusions in different languages if you are managing campaigns for several countries. For example, exclude the word 'notice' from the English campaign so that it only appears on the French branded campaign.
4. Add keywords like 'Brand review' and direct your users to the review page of your site.
5. Add keywords like 'Brand specific service' if you offer several types of services so that the user arrives at the right page.
6. While you're at it, if you really want to increase the conversion rate, you can use the keyword insertion tool for your Google Ads text .

As with all campaigns, don't hesitate to check the performance of your campaigns every day to correct the situation if necessary. 

Here are some concrete KPIs you can use to see if your Brand campaign is set up properly and performing as it should.

1. Check the search terms for the whole period to make sure they are consistent.
2. You should have a quality score of 10/10 .
3. Check that your CTR is between 20 and 80% minimum. If so, you have room for improvement on the ads.
4. If you have a CTR of 80% and a 0% conversion rate, you can be sure that the landing page is not the right one. Install a good tracking system to know where you are losing your users.

You want to make sure that you :

• Don't overpay for your Google Ads brand campaign
• You have chosen the right keywords and the right type of query
• Your conversions are well tracked.

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