This article features: (1) How create a branded keyword campaign in Google Ads, and (2) How to exclude those branded keywords from Dynamic Search Ad campaigns.
Background:
Dynamic Search Ads (DSAs) is a type of Google Ads campaign that automatically generates ad type based on website content and relevant searches. This is typically very effective and cost-efficient. However, problems arise when DSA campaigns begin targeting "branded keywords," keywords that include the name of the company. Since dynamic ads are used to reach a broad audience and drive conversion, allowing them to focus on branded keywords can waste budget and cannibalize other campaigns. For example, a Google Search for "Apple" would probably list Apple as first organically, so there is no need for a DSA to focus on the keyword "Apple". This is why ensuring DSAs exclude branded keywords is important. This is also why we will need to create a separate campaign for those same branded keywords.
Instructions (please follow each step carefully):
Part I: Creating a Branded Keyword Campaign
- Go to Google Ads and navigate to your client's DSA campaign(s).
- Under Insights and reports > Search terms (located on left banner), comb through the "Search term" list. Identify and select any search terms that directly list the client's name in the keyword (branded keywords). For example, if the client was McNeil Printing, search terms such as "McNeil Printing", "McNeil Printing Orem", or "McNeil Printing Orem Utah" should all be selected because they explicitly state the client's name.
- Under Campaigns > Campaigns, select the blue plus. When prompted, select, "New campaign".
- Under Choose your objective, select "Create a campaign without a goal's guidance".
- Under Select a campaign type, select "Search". Next, click "Continue".
- Under Select the results you want to get from this campaign, ensure the Website visits box is checked and paste the client's homepage into the URL box.
- Under Campaign name, create a name for the branded search campaign. Next, click "Continue".
- Under Bidding, ensure the What do you want to focus on? box is set to "Clicks".
- Ensure the Set a maximum cost per click bid limit box is checked. Set a "Maximum CPC bid limit" according to the CPC rate accrued by the branded keywords (See Part 1 Video, 3:30 for specific details). Click "Next".
- Ensure Locations is set to "United States," and Languages is set to "English". Click "Next".
- Select "Skip".
- Under Enter keywords, enter all branded keywords (Search terms) previously identified in Step 2. Make sure these keywords are entered on different lines and include quotation marks. This will trigger the exact match mode, which we want enabled.
- Under Headlines (left banner) set appropriate headlines for functional and aesthetic purposes (See Part 1 Video, 5:40). Use the Preview box to see how the ad will look. Adjust the pinned locations to move text around. Click "Next".
- Under Budget, select "Average daily budget" or whatever option the client prefers. Click "Next".
- Select "Publish campaign".
Part 2: Excluding Branded Keywords from DSAs
- Go to Google Ads and navigate to your client's DSA campaign(s).
- Under Insights and reports > Search terms, and with the same branded keywords previously identified in Part 1., Step 2 selected, select "Add as negative keyword" (blue banner).
- Under Search terms, select the "Campaign" option. Click "Save".
- Now, branded keywords will be excluded from the client's DSA. Upon returning to Insights and reports > Search terms, you will notice "Excluded" under the "Added/Excluded" column for each branded keyword. This is an indicator the process has been completed correctly.
Video Instructions
Part 1: Creating a Branded Keyword Campaign
Part 2: Excluding Branded Keywords from DSAs