Google Ads Brand Campaigns 8211 Useful Or Unnecessary Waste Of Money
Management Summary
Durch die laufenden Entwicklungen bei Google Ads, haben sich die Anzeigentexte in den letzten Jahren hinsichtlich der Anzahl der möglichen Zeichen massiv vergrößert und erregen somit mehr Aufmerksamkeit. There are currently up to four ads above the organic search ads in Google Search. The number of mobile hits has also increased, with mobile searches usually only showing two search ads. Sollte also ein Mitbewerber auf Ihre Brand Begriffe bieten und dort auch ausgespielt werden, kann sich das sehr schnell zu einem Problem entwickeln, welches Sie zu Beginn vielleicht gar nicht so mitbekommen. With this strategy you can protect your brand from this. Through a brand ad you can also communicate campaign-independent messages and topics to your target group. It can therefore also be seen as a tool for brand and awareness building.
Weitere gute Gründe für Brand Kampagnen sind:
Increased visibility in Google search results
In addition to the first organic search result, you will also receive a second (paid) result. This means your company gets a larger area in Google searches and thus attracts more attention from potential customers.
This reduces the likelihood that the user will click on the link of a competitor who is also in the search and is also associated with your brand (products on comparison portals, retail sellers, etc.). You want users to primarily come to your website.
Design options for advertising text
The advantage of search ads is that you can adapt the text and thus the advertising message in almost no time. If you have a competitive advantage, a new promotion or a seasonal sale, this can be quickly included in the ad copy and communicated that way.
We can currently enlarge a Google ad using various ad extensions. This includes:
- Call extensions with your company’s phone number where customers can call your call center with just one click
- Sitelink extensions that link to subpages of your website and thus bring the user to the desired page as quickly as possible
- Extensions with additional information (callouts) with which you can briefly and succinctly describe your company’s competitive advantages, such as free shipping
- Location expansions with the next branch of your company
- Rating extensions with third party ratings
- Price extensions with concrete prices for your products
- Offer extensions with promotions
Overall, with a brand ad, the user receives a larger amount of relevant information, which can be adjusted as often as desired in the blink of an eye.
Displacement of competitors
Are you sure that your competition hasn’t integrated your brand into their own Google Ads campaigns?
A very good tool for analyzing competition is the auction data in the Google Ads account, where you can directly see who is bidding on the same terms (in this case your brand). The auction data is located in the keyword tab for the respective campaign or ad group.
Increasing the average quality score for the entire account
Keywords in the brand campaigns usually achieve the highest quality score in the account and are often 10/10. These high-quality brand campaigns increase the quality score for the entire account and therefore also that of the generic campaigns.
Brand campaigns increase the quality score for the majority of your keywords. This allows you to set the maximum click prices lower and distribute your advertising budget better.
Low cost per click
Unless your competition is bidding on your brand, you are alone in the Google Ads auction process and there is no one you have to outbid when defining the maximum click price (CPCs). For this reason, the CPC for brand campaigns is usually just a few cents. This means you can get very cheap but at the same time very valuable clicks, which experience shows also achieve the most conversions.
Report your results individually
For greater transparency and faster evaluation of the results, we recommend separate reporting for brand and generic campaigns. This means you can quickly see how successful your brand campaign is.
Customer experiences in the retail sector show that brand campaigns can achieve a high increase in sales for a comparatively low advertising investment and should therefore be an important part of the campaign strategy. We recommend not limiting the budget of the brand campaign so that the competition does not take up space in the search results page and you can secure the top positions. The benefits are much greater than the amount you invest.
