Brand Campaigns on Google Ads: Protecting Your Territory and Boosting Conversions

In this episode of 'Clicks & Clarity with Claire', Google Ads expert Claire Jarrett tackles a crucial question: Should you be running brand campaigns on Google Ads?

Drawing from real-world audits and success stories, Claire reveals why bidding on your own brand name is not just smart—it's essential in today's competitive digital landscape . She breaks down common misconceptions about brand campaigns and explains how they can be a game-changer for your business.

Learn why brand campaigns are crucial for protecting your territory from competitors, controlling your brand's narrative, and capturing ready-to-buy customers . Claire shares expert insights on crafting precise, effective brand campaigns that avoid wasted spend and attract high-quality leads .

Discover how brand campaigns can boost your account's overall performance and provide valuable data for your marketing strategy . Claire also addresses common objections and shares a real-world example of a company that saw exceptional results from their brand campaign .

Whether you're new to Google Ads or looking to optimize your existing campaigns, this episode is packed with actionable strategies to improve your ROI and business efficiency. Don't miss Claire's expert guidance on transforming your brand campaigns into powerful lead generation tools.

Tune in to 'Clicks & Clarity with Claire' and learn how to make every brand click count

https://www.clairejarrett.com/

Connect with me on LinkedIn

Transcript

Welcome to Clicks & Clarity with Claire, where we turn Google Ads confusion into conversion. I'm Claire Jarrett, and today we're tackling a crucial question: Should you be running brand campaigns on Google Ads?

Now, you might be thinking, "Claire, why would I pay for ads when people are already searching for my brand?" It's a fair question, and one I hear often. But stick with me, because by the end of this episode, you'll understand why brand campaigns can be a game-changer for your business.

First, let's address the elephant in the room. Yes, some clients prefer not to bid on their brand name, assuming they'll show up organically anyway . But here's the thing: in today's competitive digital landscape, that assumption can cost you dearly.

Let me share a quick story. I recently audited an account for a company called Smart Solar. They were running Google Ads to send people to their website, and guess what? They made the smart decision to bid on their own brand name . Why? Because it ensured visibility when people searched for Smart Solar specifically.

Now, you might be wondering, "Isn't that a waste of money?" Not at all, and here's why:

"Protect Your Territory": Even if you rank organically for your brand name, competitors can still bid on it. By running brand campaigns, you're essentially protecting your territory. You're making sure that when someone searches for your brand, they see your ad first, not your competitor's.

"Control the Narrative": Your organic listing is limited in what it can say. With a brand campaign, you can craft your message precisely, highlighting current promotions, unique selling points, or addressing common objections. It's your chance to make a stellar first impression.

"Boost Overall Performance": Brand campaigns often have high click-through rates and quality scores, which can positively impact your account's overall performance. This can lead to lower costs across all your campaigns.

"Capture Ready-to-Buy Customers": When someone searches for your brand, they're often at the bottom of the funnel, ready to convert. By having an ad at the top of the page, you're making it as easy as possible for them to take action.

"Valuable Data": Brand campaigns provide insights into how people interact with your brand online. This data can inform your overall marketing strategy.

Now, I know what some of you are thinking. "But Claire, won't this just drain my budget on visitors who were going to come to my site anyway?"  It's a valid concern, but here's the key: it's all about strategy.

Your brand campaign should be carefully crafted. It's not about throwing money at broad match keywords or letting Google automate everything. That approach can indeed lead to irrelevant clicks and poor-quality leads .

Instead, focus on precision. Use exact match keywords for your brand name and variations. Create ads that speak directly to what makes your brand unique. And most importantly, have a solid strategy behind your brand campaign .

Let me give you a real-world example. In an audit I did for a medical supplies company, we looked at various campaigns, including brand traffic . What we found was fascinating. While some campaigns showed substantial losses, others, including the brand campaign, were performing exceptionally well.

The key takeaway? Brand campaigns, when done right, can be some of your most profitable.

Now, let's address a common objection I hear: "I've tried Google Ads before, and it was a disaster." I get it. Many businesses have had unsuccessful experiences due to bad campaign setup, wasted spend, or irrelevant traffic .

But here's the thing: those failures often come from a lack of strategy. Running a successful Google Ads campaign, including a brand campaign, isn't about setting it and forgetting it. It's about constant refinement, tracking every lead, conversion, and spent dollar to optimize for maximum return .

Remember, the goal isn't just to get clicks. It's to attract high-quality leads that are ready to convert . And that's exactly what a well-executed brand campaign can do for you.

So, should you be running brand campaigns on Google Ads? In most cases, absolutely yes. But don't just take my word for it. Test it for yourself. Set up a brand campaign, monitor it closely, and see the results. I think you'll be pleasantly surprised.

Before we wrap up, let's recap the key points:

Brand campaigns protect your territory from competitors.
They allow you to control your brand's narrative.
They can boost your account's overall performance.
They capture ready-to-buy customers.
They provide valuable data for your marketing strategy.
Remember, in the world of Google Ads, clarity leads to clicks, and the right clicks lead to customers. Don't let assumptions about brand searches cost you valuable conversions.

That's all for today's episode of Clicks & Clarity with Claire. If you found this helpful, please subscribe and leave a review. See you next time!