- Create a campaign without a goal’s guidance
- Select “search” as the campaign type
- Skip the results checkbox
The campaign name can be whatever you like, but you will want to include the words “Brand Search” somewhere.
Always make sure to uncheck search partners and display network since those are trash.
- Location Targeting
For branded search campaigns, you want to be more open with your geo-targeting options. These are people looking specifically for your brand, so you can be broad. Depending on your business, national or even global targeting are great.
- Bidding Strategy
One of the key differences when running a branded search campaign is our bidding strategy. With most campaigns we want to focus on conversions but with branded search we don’t.
We want to focus on impression share.
This is because we want to make sure that our ad is showing at the top of the search results every single time someone searches for our brand. If we use one of Google’s other strategies, we are going to lose out on impressions because Google is optimizing for something else.
And because branded searches are 10/10 quality score matches, your costs are going to be extremely low. Max CPCs limits for your branded search can be set to a few dollars in almost all instances.
- Ad Group Strategy
Next up is the strategy for building out the ad groups for our branded search campaign. How we do that depends on factors including type of business and volume of branded search traffic that the business gets.
The most common and easiest setup for a branded search campaign has one ad group. One ad group is ideal for businesses that provide one type of service or have limited branded search traffic.
This structure is the right structure for most businesses. Setting up your ad group this way is easy. You simply add all your brand terms into the one ad group.
- Creating Extensions
When creating your extensions for branded search campaigns, the same rules apply as for non-branded campaigns. You should leverage as many relevant extensions as you can, including:
- Sitelinks
- Callouts
- Structured snippets
