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Branded and non branded targets

Follower ✭ ✭ ☆
# 1
Follower ✭ ✭ ☆

Hello,

 

I was wondering if you are working with separate branded and non branded targets? And why (not)?

1 Expert replyverified_user

Re: Branded and non branded targets

Top Contributor
# 2
Top Contributor
Hi Sanne,
Are you talking about running a separate branded and non-branded campaigns for search and/or display? If that is the case, absolutely! It's just common sense to separate them out and optimize them individually from other campaigns.

Here's some articles, one I wrote 7 years ago!

http://www.redflymarketing.com/blog/5-reasons-you-should-be-bidding-on-your-company-name/

http://econsultancy.com/blog/10907-should-i-be-bidding-on-my-brand-terms

http://www.wordstream.com/blog/ws/2013/03/19/why-bid-on-branded-terms-ppc#.

http://certifiedknowledge.org/blog/qa-should-you-bid-on-your-competitors-name-or-use-their-name-in-a...


Hope that helps!
If you have any more specific questions, let me know.

Re: Branded and non branded targets

Explorer ✭ ☆ ☆
# 3
Explorer ✭ ☆ ☆
Hi Sanne,

In my case, most of the times I create one specific AdGroup for brand. In every AdGroup I try to be as specific as I can to be able to deliver relevant Ads.

The exception to this is when a company brand also is a common keyword used for searches, e.g., laptop reseller called "buy laptops". For this particular cases I don't try to target branded searches as they can easily get confused with non-branded and would spoil the results. Also, it would be time consuming to manage keywords between AdGroups to avoid duplication.

Diogo

Re: Branded and non branded targets

Follower ✭ ✭ ☆
# 4
Follower ✭ ✭ ☆
Hi,

No I'm not talking about creating separate campaigns or ad groups for branded keywords. In fact, we have separate accounts for this.

I'm talking about the targets/KPI's you use to manage your campaigns. Do you have separate targets for branded and non branded? So for example separate target CPA/ROI? Or is your target CPA/ROI an average for both the branded and non branded keywords?

Re: Branded and non branded targets

Explorer ✭ ☆ ☆
# 5
Explorer ✭ ☆ ☆
Hi Sanne,

Sorry, didn't quite get that. For me the KPI's for branded terms depend much on the company I'm working for. For example, a big brand will have hundreds of thousands branded searches each month and with this scenario conversions will probably really low. But all depends on the brand and the business type.

Anyway, for me branded is always a separate thing and KPI's are normally more focused on CTR and traffic, rather than conversion. As most branded searches are "cheap", sometimes is possible to achieve a good CPA, but again depends on the business type.

Diogo