Brand Search Campaign

• 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:

1. Sitelinks
2. Callouts
3. Structured snippets

Advertising objectives

Your ad objective is what you want people to do when they see your ads. For example, if you want to show your website to people interested in your business, you can create ads that encourage people to visit your website. When you create an ad, you first choose your objective. The objective you choose aligns with your overall business goals.

Awareness

Objectives that generate interest in your product or service.

• Brand Awareness: Reach people more likely to recall your ads and increase awareness for your brand.
• Reach: Show your ad to the maximum number of people in your audience.

Consideration

Objectives that get people to start thinking about your business and look for more information about it.

• Traffic: Increase the number of visits to your website or get more people to use your app.
• App Installs: Send people to an app store where they can download your app.
• Engagement: Get more people to see and engage with your post or Page. With engagement as your objective, you can:

Boost your posts (Post engagement)

Promote your Page (Page likes)

Get people to claim an offer on your Page (offer claims)

Raise attendance for an event on your Page (event responses)

• Video Views: Promote videos that show behind-the-scenes footage, product launches or customer stories to raise awareness about your brand.
• Lead Generation: Collect lead information, such as email addresses, from people interested in your business.
• Messages: Get more people to have conversations with your business to generate leads, drive transactions, answer questions or offer support.

Conversion

Objectives that encourage people interested in your business to purchase or use your product or service.

• Conversions: Get more people to use your website, Facebook app or mobile app. To track and measure conversions, use the Facebook pixel or app events.
• Catalogue Sales: Show products from your catalogue based on your target audience.
• Store Visits: Promote multiple business locations to people who are nearby.