Broad vs. Exact in Brand Campaign
-
Hey guys,
I was looking through my "Brand" campaign, and I noticed that my costs are running a little higher than I'd like to be spending. I've got my brand search term (Strutta) set on broad, since I just recently started the brand campaign about 2-weeks ago. However, I've noticed that I'm spending around $1 on most clicks even though my QS is at 9/10.
In my previous experience, I've been able to pay pennies on brand search terms. I know that I have a competitor that's trying to snipe my brand searches, but I don't really want to be paying this much for branded clicks.
Would it be a good idea to check my search terms, build out a larger list of exact match terms, and just go with exact match? Do you guys usually use broad in your Brand campaigns, or exact?
-
Thanks all who replied!
Our brand term is pretty specific ("Strutta") so I decided to try it as exact match for a while with a few variations (geographic, service related, etc.) I'll see how that affects traffic, QS and cost
-
I think it's always a good idea to check your search terms report regularly! You should do it and add in exact match terms that are highly relevant and also block out things your broad match term is bringing in that are not relevant with negative keywords.
I had one client that even though their brand name was unique for their industry, it was being used in other, non related industries. They were in building services but their brand name set to broad match was bringing in traffic for backpacks, car modifications, all sorts of not relevant stuff. Don't pay for that stuff! Block it out with negative keywords.
-
Hi Danny,
Depending on the budget for branded campaigns, we utilize a mix of broad modifier (ex. +example +brand) and phrase match (ex. "example brand"). Generic broad match can cause you to pay for queries that may not be as well targeted as you expect. For example, a former client had a broad match for Delaware Secretary of State and ended up paying to appear for the query Delaware State Fair, which wasn't ideal in the financial services business.
I would recommend looking at your specific terms that you're paying a lot for keeping in mind your organic results. If you are trying to cut costs without seriously hindering your exposure, I would recommend determining which search queries you are paying for AND organically showing up above the fold and possible cutting spending on those specific keywords.
This will allow you to cut down on the number of branded keywords that you need to pay for, and you will still have a result in view for those queries.
Hope that helps!
Chris Wilson
-
Hello Danny,
First let's see what exact match terms were triggered your broad branding keyword.
Go to that adgroup, select Keywords, select a longer timerange (it does not work for today), then click on Details -> Search Temrs -> All.
Any particular combination that makes up for the high spendings?
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Will pausing my AdWords PPC campaigns impact my organic rankings?
Over 95% of my revenue comes from organic search; less than 5% comes from AdWords PPC (all other sources account for about 1-2%). My ROI on AdWords is roughly zero. It's negative if you include opportunity costs. My question is: if I pause all of my AdWords campaigns, is there ANY chance that my organic rankings (and organic click-through rates) will suffer? This is really two questions. First, could Google retaliate to my reduced ad spending by dropping my rankings? Second, will searchers think differently about my organic link if they don't also see the accompanying paid link on the SERP?
Paid Search Marketing | | ahirai2 -
Campaign Tagging (Medium) for Paid Social
If we tag our paid social links with medium=cpc, will that traffic and conversions rollup under social or paid search in the channel reports? The other option we're considering is tagging with medium=social. Thanks,
Paid Search Marketing | | SDLOnlineChannel
Greg0 -
Adsense vs Adroll Remarketing
I have a current Adroll program running for the company I work for. We recently began using Adsense again as well. My questions is, what is the overlap of these 2 networks? I know you can select an option in adroll to have it not advertise on the Google network, but how large is that overlap? And are there benefits of using both programs simultaneously (just a larger reach)?
Paid Search Marketing | | nat88han0 -
Google URL Builder / Campaign Tracking on two Different Domain using the Same Analytics Code
Hey Everyone, I think I know the answer to this but I'd like to get some confirmation. I currently have a landing page at "www.xyz.com", it's a separate domain in which only the landing page exists and not a vanity URL which redirects. However, the navigation and all the links on "www.xyz.com" actually link out to "www.abc.com". The domain / landing page "xyz" has the same analytics tracking code as domain "www.abc.com". My question is this, if I use Google URL builder to create custom URL's to track for each ad that I'm running in Adwords, will this data show up in the analytics of "abc" even though it's a separate domain because it has the same analytics code? In other words, does campaign data show only if the domain and the google analytics code line up, or does the domain not matter and as long as you have the same analytics code (despite two separate domains) that campaign data (built through Google URL builder) will show? My hunch and best guess it that as long as the analytics code is the same (regardless of a separate domain) that the data in campaign will show with the custom URL's I build. I'm aware that I can test this and I will but I'd like to get an idea from the community first to make things easier. Anybody have experience with this? Answers greatly appreciated! Thanks!
Paid Search Marketing | | EvansHunt0 -
SEMRush Ads Traffic Price VS their PDF report
I am running a report on a website trying to find their advertising budget online (or at least what I can find and have access to). When I type in the URL and look at the overview section it has the "Ads Traffic Price" at around $2,000/mo. But when I do a full PDF report it has the price at over $11,000/mo for Google USA. What am I missing? Doing wrong? Which is accurate? I'm pretty sure they spend quite a bit more than $11,000/mo in general as they were recently bought by Google and are owned by people from Apple. How do I get the mots accurate estimation in general? Or at least on SEMRush?
Paid Search Marketing | | JoshBowers20120 -
Why doesn't exact match appear to be working for me in Google AdWords tool?
Hi guys, I recently read Rand's article here and tried out the exact match symbols on my keywords. However, these don't appear to be working for me as the results aren't showing up as they do in the above SEOmoz article (attached screenshot). What am I doing wrong? Google_AdWords__Keyword_Tool-20130511-115528.jpg.jpg?resizeSmall&width=832
Paid Search Marketing | | featherseo0 -
What is a good CTR for a Google AdWords Remarketing banner campaign?
Hello there, given that in the banners we offer a promotion with "some bonus if you sign up", what is from your experience a good CTR for a Google AdWords Remarketing banner campaign? Many thanks to everyone that answers. YESdesign
Paid Search Marketing | | YESdesign0 -
Exact url dynamic keyword insertion
A competitor of ours is using dynamic keyword insertion for exact urls in our field. I'm not 100% clear on this, but isn't that not allowed in adwords? I am not one that usually turns in a competitor for shady doings, but I'm not sure what to do. Any advice?
Paid Search Marketing | | ClaytonKendall0