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Placing your brand name in the headline

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Hi! 

 

I need some advice please. It has been brought to my attention that placing your own company's name in the headline of our ads is 'bad practice' as it is a waste of space. Is it so? I created the ads in this way because I didn't want to place irrelevant keywords in the ads.

 

Example:

 

'Social Media Marketing- Idea Power'

 

Is it bad practice? Thank you!

1 Expert replyverified_user
1 ACCEPTED SOLUTION

Accepted Solutions
Marked as Best Answer.
Solution
Accepted by topic author Mia d
May 2017

Placing your brand name in the headline

Top Contributor
# 5
Top Contributor

Hi @Mia d,

 

Instead of assumptions, test the things live.

If these perform then continue else pause those changes.

 

I would recommend to test one ad copy with the brand name along with 2 generic ad copies.

 

Also, I would like to suggest you to create a separate campaign with your brand keywords else competitors may grab the traffic using your brand name in their keywords.


Regards
Archit, AdWords Top Contributor, Community Profile
Did you find any helpful responses or answers to your query ? If yes, please mark it as the ‘Best Answer.’

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Placing your brand name in the headline

Explorer ✭ ✭ ✭
# 2
Explorer ✭ ✭ ✭

Hi @Mia d

 

It totally depends on your need.

 

If you have a space in your heading line, you can use your Brand Name and it's a good practice to promote your brand.

 

Thanks,

Aslam

Placing your brand name in the headline

Visitor ✭ ✭ ✭
# 3
Visitor ✭ ✭ ✭

Thanks @Aslam S! I also didn't really see anything wrong with it; my Manager brought it to my attention.

Re: Placing your brand name in the headline

Explorer ✭ ✭ ✭
# 4
Explorer ✭ ✭ ✭

Welcome @Mia d Smiley Happy

Marked as Best Answer.
Solution
Accepted by topic author Mia d
May 2017

Placing your brand name in the headline

Top Contributor
# 5
Top Contributor

Hi @Mia d,

 

Instead of assumptions, test the things live.

If these perform then continue else pause those changes.

 

I would recommend to test one ad copy with the brand name along with 2 generic ad copies.

 

Also, I would like to suggest you to create a separate campaign with your brand keywords else competitors may grab the traffic using your brand name in their keywords.


Regards
Archit, AdWords Top Contributor, Community Profile
Did you find any helpful responses or answers to your query ? If yes, please mark it as the ‘Best Answer.’

Placing your brand name in the headline

Badged Google Partner
# 6
Badged Google Partner

With expanded text ads having the brand in the headline may not be as important or effective as with standard text ads. Because the display URL is more prominent that it used to be... Assuming we're talking about search only. Display ads are a different critter, and having the brand prominently displayed in the headline may be more effective there.

 

Like @Archit said, you should definitely be testing these variations to find what works best for you. "The Original (product/brand)", "Official", etc. may be a very effective headline if your brand has enough history and competition in the marketplace, and your competition is actively trying to poach off your brand. It all depends on the circumstances.

 

The data doesn't lie. If that's the best ad, then it's the best ad. Run a test against your manager's variation, and see what comes from it. If their intuition has merit, quietly make the adjustment. If not, you have evidence to prove your ads are more effective.

Tom

Placing your brand name in the headline

Visitor ✭ ✭ ✭
# 7
Visitor ✭ ✭ ✭

@Mia d - I agree with Archit. 

 

Split test and treat this like just another element in your ad copy and make another branded campaign/group. It also matters if your brand name sounds general (e.g. International Corp.), too smiliar to another brand name and how well it's known. 

Placing your brand name in the headline

Visitor ✭ ✭ ✭
# 8
Visitor ✭ ✭ ✭

@Mia d - I agree with Archit. 

 

Treat this like just another ad copy split test and make a branded campaign/group. It also matters if your brand name sounds vague (e.g. International Corp.), too similar to another company and your current brand awareness level.