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
-
Are there any recent studies of organic CTR vs. PPC CTR?
Pretty much the title. I am putting together a "game plan" for my CEO, where I would like to touch on the difference in CTR between SERP organic results and SERP PPC results. I've found a few blog posts that talks about PPC being responsible for 15% of all clicks, where 1-5 organic results are responsible for 68ish % and the rest being on 6-10 and page 2/3. However, I do not see any sources in these articles, which begs the question, where are these numbers taken from? Any suggestions? My own gut feeling (and SERP behaviour) tells me that these numbers might actually be super accurate, but since my business plan will most likely end up in the hands of our board of directors, I would very much like to back up my action points for growth, with actual sources. Thanks in advance.
Paid Search Marketing | | Nikolaj-Landrock1 -
Will pausing my AdWords PPC campaigns impact my organic rankings?
Over 95% of my revenue comes from organic search; less than 5% comes from AdWords PPC (all other sources account for about 1-2%). My ROI on AdWords is roughly zero. It's negative if you include opportunity costs. My question is: if I pause all of my AdWords campaigns, is there ANY chance that my organic rankings (and organic click-through rates) will suffer? This is really two questions. First, could Google retaliate to my reduced ad spending by dropping my rankings? Second, will searchers think differently about my organic link if they don't also see the accompanying paid link on the SERP?
Paid Search Marketing | | ahirai2 -
Google Analytics showing my Adwords campaign bounce rate at 0%
I am relatively new to Adwords, and I can't figure out why the Adwords section of Analytics is showing all my site visitors at 0% bounce rate. Does that mean the account connection is not done right? Obviously Google ads are not a 0% bounce rate. If I can't get that to work, does anyone know how Google ads appear in Traffic? Is it Direct or Referral? I'm sure there's some simple answer I'm just not aware of, I would appreciate anyone's help. Thanks!
Paid Search Marketing | | Crystalline_150 -
Campaign Tagging (Medium) for Paid Social
If we tag our paid social links with medium=cpc, will that traffic and conversions rollup under social or paid search in the channel reports? The other option we're considering is tagging with medium=social. Thanks,
Paid Search Marketing | | SDLOnlineChannel
Greg0 -
Can I auto tag my unbounce campaign?
Hi Mozzers, We are running ads for a client and we're using unbounce for landing page creation. Google Adwords is the main ad platform we are using right now. When you click on the ad you land on a subdomain (subdomain.Sitename.com) and you can click on Apply which lands on the form Page of the client's site(www.sitename.com). The campaign has been auto tagged but haven't seen any data which is probably because of the subdomain unbounce page. Do you think there is a way to track unbounce via auto tagging or my only solution will be setting up manual tagging? Thanks
Paid Search Marketing | | Ideas-Money-Art0 -
Changing Adwords campaign titles still mess up Analytics data?
Recently, Google announced an update in de Google Analytics Adwords integration that should wield out the ancient trouble caused by changing your campaign titles in Adwords. http://analytics.blogspot.nl/2013/07/new-adwords-integration-platform.html?utm_source=buffer&utm_medium=twitter&utm_campaign=Buffer&utm_content=buffer6bfb4 Two months have passed, but I still see double entries for the same campaign after a (minor) title change. Are they still busy rolling out the update to all Analytics account or is there something wrong with our Adwords<>Analytics integration? What's your experience? iO9Vafz.png?1
Paid Search Marketing | | RBO0 -
Adwords enhanced campaigns - Specify alternate destination URLs
Morning Mozzers, I am setting up a new campaign for a client, they would like to target mobile devices which evidently i can no longer do with enhanced campaigns; however i have increased the Mobile bid as much as possible and set the default CPC low to try and minimise appearance in desktop search. The client has a desktop and a mobile version of the destination page but the site will not direct users to the correct page based on their device as they are two separate domains. As such i want to know if i can specify an alternate destination URL for an ad in Adwords based on if the click comes from a mobile or desktop device? The other option is to set all my Ads within the Adgroup to have mobile as the device preference and just use the mobile landing page, but not sure if there is a neater solution here? Thanks, Tom.
Paid Search Marketing | | Sarbs0 -
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