Learn how to create a branded search campaign (to be completed after a general search campaign).
Why Branded Search Campaigns Matter
Branded search campaigns target users who are already searching for your brand name or closely related terms. These clicks are typically cheap, high-converting, and defensive. Without branded ads, competitors could bid on your brand name and steal traffic. Running a branded campaign ensures:
- Ownership of SERP real estate for your brand name
- Low-cost conversions from high-intent users
- Protection against competitor bidding
We only build a branded campaign after launching the general search campaign to cover non-branded traffic first.
Campaign Structure
- Platform: Google Ads only
- Naming Convention: Search | Brand | GH | DRAFT
- Ad Groups: Typically one ad group is enough, but if the brand has multiple variations (e.g., “Brand Name,” “Brand + Location”), create separate ad groups.
Step 1: Keyword Selection
Use exact and phrase match types for brand-related terms.
Examples:
- [brand name]
- "brand name"
- "brand name + location"
Add negatives:
Exclude competitor terms or unrelated phrases (e.g., job searches if client isn’t hiring).
Example negative keywords:
jobs
careers
competitor names
Step 2: Ad Copy
Focus on brand messaging, not promotions. These users already know the brand—they just need a direct path to the site.
Example Headlines:
- Official [Brand Name] Website
- Learn More About [Brand Name]
- Discover [Brand Name] Services
Descriptions:
- Get started with [Brand Name] today. Visit our official site for more information.
- Your trusted source for [service/product]. Explore what makes [Brand Name] different.
Step 3: Landing Page
Send all branded clicks to the homepage unless otherwise directed by the client.
Step 4: Bidding & Budget
- Bidding Strategy: Manual CPC
- Goal: Keep CPC as low as possible to avoid overspending on traffic that would likely come organically anyway.
- Recommended Max CPC: Start low (e.g., $0.20 – $0.50) and adjust only if impression share is very low.
- Budget: Small portion of the overall paid media budget since branded clicks are cheap. Typically 5-10% of the total campaign spend.
Step 5: Extensions
Use core site links like:
- Home
- Contact Us
- Services
- About
Avoid promotional callouts or extensions unless specifically approved by the client.
Step 6: Tracking
Use the same conversion tracking setup as the general campaign. No extra steps needed.
Best Practices
- Launch branded campaigns only after general search campaigns.
- Check Search Terms Report regularly for irrelevant traffic—add negatives as needed.
- Monitor Impression Share to make sure you’re not losing branded clicks to competitors.
- Keep bids low—branded clicks should be the cheapest clicks in your account.
Common Mistakes to Avoid
- Forgetting negatives and wasting spend on job seekers or unrelated searches.
- Overspending—branded traffic should never outpace general campaigns in budget.
- Using the same ad copy as general search—keep it brand-focused.