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
-
Top of funnel google ads campaign not hardly converting, why?
Hi, I really hope someone can help me with this. I'm running two search ad campaigns and a google shopping campaign in google ads. The search campaigns are targeting top-of-funnel keywords as the business doesn't have universally known collections which everyone would search for so they are just unique to my business. So the campaigns are driving traffic but really converting whereas google shopping is converting because searchers are looking for particular products so they're lower down the funnel closer to aking a purchase decision. I feel I've optimised the campaign well and for the most part, most keywords have 7/10 quality score. The landing page seems fine. However, our offering wasn't as strong as competitors so we've offered a discount the same as them to compete. Since I started google ads we have nearly doubled our monthly revenue and the product types targeted in campaigns have increased in quantity sold so it seems it's having an effect but the campaigns aren't showing a good performance. Does anyone have any suggestions or input that could help me? I looked at first interaction attribution model and even there it's not performing well which makes this even more difficult to resolve. I'm thinking I should enable USER id feature in Google analytics so i can track signed in users across devices which may then help attribute sales to paid search channel as I saw in search console that the keyword that generates the most traffic to the site is our brand name and we're not a well-known brand so makes me think they may be starting their buyer's journey on a work computer on their mobile and finishing on their computer at home as an example. However, I don't believe this will be the main cause or solution as I would only have data for signed in users which still won't give me the full picture. Also if the campaign is optimised effectively but conversions are minimal could not having many conversions affect quality score? If someone can help or provide me with a different perspective it would be much appreciated. Please let me know if I need to clarify or explain further. I hope I've made myself clear. Thanks, T
Paid Search Marketing | | TZ19820 -
Correlating Form Submissions to PPC vs Organic - COA
I currently don't use a landing page model. From either Adwords or Organic you reach our site, find the event product that appeals to you, and then fill out the form. I need a way to determine which of those form submissions came from Organic Vs Paid so I can calculate my cost of customer acquisition (COA). Via Google Analytics I can see that X amount of Organic were submitted and X of Paid. If I get 5 submissions in one day there isn't an efficient way to correlate the form submissions to the medium. Any suggestions on an attribute method that would help me sort out COA?
Paid Search Marketing | | fireflyevents0 -
Broad Match Modifier - Adwords Experts
Hi All, Looking for a little feedback from anyone running/managing ppc campaigns. I'm trying to decide if Broad Match Modifier search terms are actually helping. I see many instances where they have a low quality score, high cpc and low CTR. This leads to me think that these terms are actually bringing all my other ads down due to these negative signs. I have most search terms as "Phrase Match" and [Exact Match] so i'm not sure why i need the Broad Match + Modifier terms as well. Looking for some advice from the experts ... Do you guys agree with my assessment and what is your overall opinion on the usefulness of Broad Match Modifier terms. Thanks
Paid Search Marketing | | Prime850 -
Session and conversion data missing from AdWords campaigns in Analytics
Hi all, For a client of ours, we're not seeing session & conversion data for AdWords campaigns in Analytics. We are seeing click & cost data. Adwords and Analytics are linked and autotagging is enabled. The site where we're experiencing this problem is www.maxifleur-plantes-artificielles.fr. It's a Magento-based store with the Web Cooking Universal Analytics extension installed. The bulk of AdWords traffic is landing on the page www.maxifleur-plantes-artificielles.fr/plantes-artificielles, which has no active redirects that could remove the ?gclid parameter for as far as I can tell. Yet, click IDs that I manually tested won't show up in the reports either. Mid April, all traffic aside from direct traffic just disappeared from the reports. Google's Tag Assistant gives a lot of errors, but in the source code the snippet looks just fine and we don't have problems with other web shops that use the aforementioned extension. Suggestions as to what could be the problem are most welcome. Thanks! Bas
Paid Search Marketing | | Evoworks0 -
Custom Filter: Organic Traffic Growth VS Paid Traffic Growth
Hi guys, I need some assistance. We recently removed and disavowed links to our site and I believe it has been about 3 months but I can't see much of a change. Can anyone help me with a filter for GA to be able to measure my organic traffic growth and my Paid search traffic growth. I was also wondering, because organic traffic is determined by variables like fresh, relavant and key phrase rich content constantly being posted, good seo practices etc is there any good way of measuring organic traffic growth vs paid? Please help out where you can.
Paid Search Marketing | | iBags0 -
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 -
Exact url dynamic keyword insertion
A competitor of ours is using dynamic keyword insertion for exact urls in our field. I'm not 100% clear on this, but isn't that not allowed in adwords? I am not one that usually turns in a competitor for shady doings, but I'm not sure what to do. Any advice?
Paid Search Marketing | | ClaytonKendall0 -
Does an AdWord campaign affect your rankings?
Say for instance you are in the business of "lawn mower repair," and you are ranking for that keyword. If you were doing an AdWord campaign on that keyword, would that also affect your organic rankings in the SERPs for that keyword?
Paid Search Marketing | | Bill4Time0