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Brand Campaigns

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Hi All

We have some very profitable AdWords campaigns running with the brand name being very strong. Thinking off switching off then brand campaigns to monitor effect on this on our SEO efforts. How do you recommend we go about this?

TIA

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Marked as Best Answer.
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Accepted by topic author Vinitha N
May 2016

Re: Brand Campaigns

Top Contributor
# 6
Top Contributor

Ah @Vinitha N right, so it's the latter situation, sorry, it wasn't clear from your first post.


As I said in my original reply, Google has already done a lot of research into this issue and their results show a convincing argument for having PPC Ads even when organic results are very good.  There's a logic to the argument as well.  PPC Ads are more flexible than SEO - they can change by the hour, take account of the weather, change landing pages in an instant and match a users search query far better than SEO.

 

If you want to test it, as @RobSkelton said, all you need do is turn off your branding PPC Ads.  If you've got your brand Keywords in their own Campaign(s) (and this is best practice) then all you need do is pause that Campaign.  If you get brand searches matching against other Keywords in your Account you'll need to use negatives.

 

Be aware though that it is highly likely that your performance will drop from doing this, so be prepared to switch them all back on again as soon as you've gathered significant data.

 

Jon

AdWords Top Contributor Google+ Profile | Partner Profile | AdWords Audits

View solution in original post

Re: Brand Campaigns

Top Contributor
# 2
Top Contributor

Hi @Vinitha N not sure what it is you're looking to test here.

 

AdWords has no effect on organic listings so whether it's running or not has no influence on SEO.

 

However, if you're looking to test whether you get as many clicks on organic results as you do for your Ads when running the branding Campaigns, Google has already tested this and you can be fairly certain you should keep running them:

 

http://googleresearch.blogspot.co.uk/2011/07/studies-show-search-ads-drive-89.html

 

Jon

AdWords Top Contributor Google+ Profile | Partner Profile | AdWords Audits

Re: Brand Campaigns

Rising Star
# 3
Rising Star
Every ad account is different, and testing the results of not running ads is worth doing.

As long as you have Analytics installed, simply turn off your brand ads. Make sure the period is statistically significant (usually at least a week). Then measure the drop in conversions/goals, and divide that number by how much you would have been paying for your ads. That way you can find out how much those conversions were truly costing you, because without ads some will still convert organically anyway.

Re: Brand Campaigns

[ Edited ]
Visitor ✭ ✭ ✭
# 4
Visitor ✭ ✭ ✭

Thanks for your response @Jon_Gritton! I am aware that AdWords has no effect on organic. The idea is to see how strong our brand is organically. As of now, our ads occupy positions 1-3 and just below are our organic listings on a range of products. We're trying to see how well we will perform without our PPC ads support.

Re: Brand Campaigns

[ Edited ]
Visitor ✭ ✭ ✭
# 5
Visitor ✭ ✭ ✭

Thanks for your reply @RobSkelton. Is adding the brand name as a negative to all campaigns the best way to do this?

Marked as Best Answer.
Solution
Accepted by topic author Vinitha N
May 2016

Re: Brand Campaigns

Top Contributor
# 6
Top Contributor

Ah @Vinitha N right, so it's the latter situation, sorry, it wasn't clear from your first post.


As I said in my original reply, Google has already done a lot of research into this issue and their results show a convincing argument for having PPC Ads even when organic results are very good.  There's a logic to the argument as well.  PPC Ads are more flexible than SEO - they can change by the hour, take account of the weather, change landing pages in an instant and match a users search query far better than SEO.

 

If you want to test it, as @RobSkelton said, all you need do is turn off your branding PPC Ads.  If you've got your brand Keywords in their own Campaign(s) (and this is best practice) then all you need do is pause that Campaign.  If you get brand searches matching against other Keywords in your Account you'll need to use negatives.

 

Be aware though that it is highly likely that your performance will drop from doing this, so be prepared to switch them all back on again as soon as you've gathered significant data.

 

Jon

AdWords Top Contributor Google+ Profile | Partner Profile | AdWords Audits

Re: Brand Campaigns

Visitor ✭ ✭ ✭
# 7
Visitor ✭ ✭ ✭
Yep.....that's the plan. Switch off brand campaigns and add brand name as negatives in all other campaigns. Give it 7-10 days. Review performance and make necessary corrections. Thanks for your inputs!