Google Ads (Google AdWords) brand campaign – does it make sense?
This question plagues many advertisers. There's a common misconception among them that if we choose AdWords search advertising, it's to attract new customers, not those already familiar with our brand. However, the claim that those familiar with our brand don't need to incur additional costs when they can go directly to the website or click a link from the organic results is false. It's time to debunk this myth and present hard evidence that brand campaigns make sense, and are often even necessary! So: a Google Ads brand campaign – why?
Reason #1: The competition is not sleeping
In many industries, there's a fierce competition for position among competing companies using keywords related to the services they provide or the products they offer. Year after year, more and more companies use AdWords advertising , and the number of ad spaces in the search engine is limited. Therefore, tactics like displaying ads for a competitor's brand and "poaching" their customers often occur. Brand campaigns allow you to defend yourself in such situations and stay at the top of search results, which in turn helps with customer retention.
Reason No. 2: Greater visibility for your Google Ads campaigns
Brand visibility in both paid search results and organic results increases our credibility in the eyes of consumers. Furthermore, by taking up more space, we ensure that wherever a user clicks, they will ultimately land on our website. However, on mobile devices, this takes up the entire screen. Furthermore, with Google AdWords ad extensions , we not only increase the size of the ad but also can link to specific subpages and use additional messaging. An example below:
Reason #3: Impact on account quality improvement
Brand campaigns are characterized by very high click-through rates. This directly impacts the quality score of the entire account. Consequently, a higher account ranking translates into lower CPC rates across the entire account. Ultimately, the cost of such Google Ads campaigns may be recouped in click savings thanks to a higher quality score.
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Reason #4: Low Cost, High Profits
Clicks in brand campaigns are very cheap, incomparably cheaper than those for non-branded keywords. Often, even the average cost per conversion from brand campaigns is lower than the average cost per click in other Google Ads campaigns! And since clicks are so cheap, the overall cost of such AdWords advertising is low, amounting to just a few percent of the total budget.
Reason #5: Helping Conversions Across Other Google Ads Campaigns
Customers' purchasing paths can sometimes be extremely tortuous. Before converting, they may visit a website several times, for example, through Facebook or organic visits. Missing such an AdWords ad can not only negatively impact other campaigns but also reduce revenue from other traffic sources.
Reason #6: AdWords Advertising Freedom
The undoubted advantage of paid search results over organic results is the high flexibility of the visible description. We can include information about the company, temporary promotions, adapt the ad text to the season, or boast about new achievements. With AdWords, this takes just a few minutes, while indexing the new description in organic results will certainly take much longer.
Reason #7: Different ad copy variants
We can never be sure if the description we create is the most accurate, and nothing helps us understand user intent more than testing. Using Google Ads campaigns , we can easily add multiple ad versions, using data to determine which ad variant performed better and then improve it as needed.
Reason #8: Because it takes time
Creating a brand campaign with a few keywords and ads takes little time. Of course, we can't rush into it and not consider the ad content, but a few minutes of preparation is perfectly sufficient. Google Ads campaign verification won't take long either.
Reason #9: Easy to turn off when not needed
However, if for some reason the costs of such a Google Ads campaign were disproportionate to the profits, or the search volume for branded phrases was not high, such an AdWords ad can be easily disabled. This will not affect other campaigns.
Reason #10: Last, but not least; EFFECTIVENESS
This doesn't need any explanation – of all the campaigns in the account, brand campaigns have the best results and the highest conversion rate, and their effects are visible very quickly.
But is it always worth creating?
If this applies to companies just starting out, with a brand unknown to consumers, or small, local businesses with a limited budget, we can skip it because the search volume won't be high anyway. However, it's not to say that such a Google Ads campaign will yield poor results or that it would be a waste of money. If these 10 arguments convince you, simply create such a campaign. If you still think it's pointless, at least give it a try and see if you were right!
Summary
The above article covers the following topics:
- Explains why a brand campaign in Google Ads is a valuable part of your marketing strategy – it helps protect brand traffic, increase visibility, and maintain a competitive advantage.
