Why You Should Always Run Brand Search Campaigns
Bid on your own brand terms to protect against competitors, control messaging, and capture high-intent traffic at minimal cost.
Why This Matters
Competitors bid on your brand terms. Organic results aren't guaranteed for branded searches. Brand campaigns have 20-40% CTR and near-zero CPCs. Not running them leaves money on the table.
How To Implement
1. Create a dedicated Brand Search campaign with exact match brand terms.
2. Include common misspellings and brand + product combinations.
3. Use 'Brand' in headlines to reinforce you're the official source.
4. Include sitelinks to key pages: pricing, features, support.
5. Set high impression share targets (90%+).
6. Separate brand from non-brand to measure true incremental value.
7. Add competitor names as negative keywords to keep brand pure.
8. Track assisted conversions - brand captures demand from all channels.
Pro Tip
Create a 'Brand Defense' campaign that only runs when competitors bid on your terms. Use automated rules to turn it on when competitor impression share rises.
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