Broad vs. Exact in Brand Campaign
-
Hey guys,
I was looking through my "Brand" campaign, and I noticed that my costs are running a little higher than I'd like to be spending. I've got my brand search term (Strutta) set on broad, since I just recently started the brand campaign about 2-weeks ago. However, I've noticed that I'm spending around $1 on most clicks even though my QS is at 9/10.
In my previous experience, I've been able to pay pennies on brand search terms. I know that I have a competitor that's trying to snipe my brand searches, but I don't really want to be paying this much for branded clicks.
Would it be a good idea to check my search terms, build out a larger list of exact match terms, and just go with exact match? Do you guys usually use broad in your Brand campaigns, or exact?
-
Thanks all who replied!
Our brand term is pretty specific ("Strutta") so I decided to try it as exact match for a while with a few variations (geographic, service related, etc.) I'll see how that affects traffic, QS and cost
-
I think it's always a good idea to check your search terms report regularly! You should do it and add in exact match terms that are highly relevant and also block out things your broad match term is bringing in that are not relevant with negative keywords.
I had one client that even though their brand name was unique for their industry, it was being used in other, non related industries. They were in building services but their brand name set to broad match was bringing in traffic for backpacks, car modifications, all sorts of not relevant stuff. Don't pay for that stuff! Block it out with negative keywords.
-
Hi Danny,
Depending on the budget for branded campaigns, we utilize a mix of broad modifier (ex. +example +brand) and phrase match (ex. "example brand"). Generic broad match can cause you to pay for queries that may not be as well targeted as you expect. For example, a former client had a broad match for Delaware Secretary of State and ended up paying to appear for the query Delaware State Fair, which wasn't ideal in the financial services business.
I would recommend looking at your specific terms that you're paying a lot for keeping in mind your organic results. If you are trying to cut costs without seriously hindering your exposure, I would recommend determining which search queries you are paying for AND organically showing up above the fold and possible cutting spending on those specific keywords.
This will allow you to cut down on the number of branded keywords that you need to pay for, and you will still have a result in view for those queries.
Hope that helps!
Chris Wilson
-
Hello Danny,
First let's see what exact match terms were triggered your broad branding keyword.
Go to that adgroup, select Keywords, select a longer timerange (it does not work for today), then click on Details -> Search Temrs -> All.
Any particular combination that makes up for the high spendings?
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Brand Impressions & Clicks down massively
HI We've seen a huge drop in impressions for brand terms in Adwords. YOY - 37,140 vs. 792. Our impression share is still high. An agency manage this for us and can't seem to find a reason, but the drop is huge - it seems like it's just people not searching but we haven't seen this in organic and the drop is so huge we wondered what else it could be? Paid is fairly new to me, so just doing some fact finding 🙂
Paid Search Marketing | | BeckyKey0 -
Seeking Critique on PPC Campaign Gameplan
Background: We're a home service business with potential for recurring clients. In the past, I've run PPC campaigns for a much larger company, and was profitable, but the business model was vastly different. The campaign also took place during their busy season, allowing flexibility I won't receive here. Campaign Details: AdWords only SERPs only (not partner network) Desktop users only Data Available: Lots of past data was incomplete, prompting my best estimates and judgment calls. For past leads data, I'm using Google as lead source (organic + local pack rankings), generated specifically from our quote form. Since our quote form doesn't render on Mobile/Tablet, I omitted those visits from our Analytics data, and only target Desktop in the campaign. I wound up with the following statistics: Organic (any web search), Desktop visitors who viewed our quote form page: Number of overall pageviews Number of overall leads generated from our quote form Number of overall leads which converted to sales And for our sales/numbers end of things: % our clients choose targeted package Revenue of initial sale on that package Profit generated from sale on that package Using these numbers, I calculated the % of clickers likely to bounce, complete the form, convert to clients, etc. Using our sales records, I calculated revenue/profit expected from each. And with that, I calculated the highest CPC to break even (unacceptable, obviously), as well as the projected ROI from lower, more reasonable CPCs. Notes: We're a home service business. Not all homes are created equal. Through data, I found our clients average home size and the average estimate for that home. Due to incomplete records, I can't know which Google _clients _are specific to our quote form. Some likely called through the local pack or manually dialed and said "Google" if our staff asked. To combat this, I found the % of Google _leads _who completed the quote form vs. phone call, email and applied it to clients for a reliable estimate (our system removes the quote form identifier upon lead to client conversion). I'm not factoring in the % of clients who become recurring customers as I don't have this data. Given that it's much higher than 0%, I think this allows a LOT of breathing room on my estimates. Many of our clients have stayed with us for years. If only a small number convert to long-term status, the current ROI shoots WAY up. Similar to above, I'm also not factoring in the % of clients who don't choose the initial package, but instead choose a lesser package. Again, I think this provides breathing room. Any PPC campaign will have a plethora of variables, especially intangible issues (damages, refunds, etc). I feel I have the important things down, but I'm far from an expert. I'd love to receive any advice or things I'm overlooking. Thanks.
Paid Search Marketing | | kirmeliux1 -
Google Shopping Campaigns
We have noticed a noticable (typo correction) drop in Adword sales since switching to the new Google Shopping Campaigns in Google Adwords. I have just posted a comment to a Fellow Mozzer on here, as this reflects in his question too. Has anyone else noticed this?
Paid Search Marketing | | BruceA0 -
Put AdWords mobile ads in separate Campaign or AdGroup?
We want to ramp up traffic from the segment "Mobile with Full Browser" under enhanced campaigns in Google AdWords. Our Google rep said that it would be best to do this from within the same campaign. We're contemplating pulling the mobile traffic conversion effort out into its own campaign in order to more easily track performance. Background: We bid down traffic from "Mobile with Full Browser" to -100% because initially it performed poorly. We've improved our mobile experience and we want to try again. We're contemplating building mobile versions of our current ads using the AdWords functionality that does this, and watching how the mobile ads and the segment "Mobile with Full Browser" responds this time. Separate campaign or from within the same campaign. What would you do? Thanks,
Paid Search Marketing | | mbiskup0 -
How can I filter peoples names out in an Adwords campaign?
for example I get all these searches like "dan stoffer painter spokane"
Paid Search Marketing | | Superflys0 -
What audience size do you need for a successful retargeting campaign?
I recently launched a trial of a retargeting campaign but after a month I have only 100 impressions and 0 clickthroughs. I am working in a competitive space but I placed a relatively low bid because I read that retargeting campaign banner ads should cost less. The number of people who have been added to the retargeting list by visiting the site is under 10,000. What do you think is most likely to be the problem causing a low number of impressions and clickthroughs? Can a retargeting campaign be successful with a small audience size?
Paid Search Marketing | | ProjectLabs0 -
Same term and landing page, very different bounce paid vs organic
Hi guys, I have an 85% bounce rate on a ppc term and ad, vs a 51% bounce rate for the same term via organic. Same term, same landing page. Any thoughts why? Cheers, Jez
Paid Search Marketing | | jez0000 -
PPC Campaign Setup Fee - Fair?
We already do our PPC campaigns with an agency and we're looking to create another campaign. They told us that the amount of traffic around our campaign would allow for about $2-3k spend per month, possibly with some additional funds placed into display ads. For this campaign, they have proposed a setup fee of $2k and an increased management fee of $750 -- is this a reasonable price?
Paid Search Marketing | | kylesuss0