In this episode of the Collective Clicks podcast, hosts Brandon Bateman and Garrett delve into the intricacies of branded campaigns in Google Ads, discussing their definition, purpose, setup, and the common misconceptions surrounding them. A branded campaign involves bidding on your company's name to ensure visibility when users search for your brand. They highlight that while these campaigns can be valuable, they often come with misunderstandings regarding their effectiveness and role in the overall marketing strategy.
Baitman and Garrett explain that leads generated from branded searches typically originate from prior brand exposure through other channels, such as TV, radio, or social media. This leads to a common mistake where businesses might overestimate the value of branded traffic, especially when they do not account for the prior touchpoints that influenced a consumer's decision to search for the brand.
The discussion also touches on the metrics for measuring the success of branded campaigns and the importance of understanding the competitive landscape of keywords. The hosts emphasize that the nature of a brand name can impact competition; more generic names face greater competition, making branded campaigns more essential.
Ultimately, they advise listeners to approach branded campaigns strategically, taking into consideration their SEO performance, the bidding landscape, and the specificity of their brand name. The episode wraps up with a reminder that branded campaigns can be powerful tools when implemented thoughtfully to ensure effective spending and maximize return on investment.
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