Written by Antoni Saurina
Índice
We call brand campaigns in Google AdWords those that are configured in the Search Network so that,when a user searches for a specific brand in Google, an ad linking to the official website appears.
For example, the eyewear brand Hawkers has this type of campaign, as you can see in the example below.
And that’s when you ask yourself, why do they want to pay for an ad when they are already positioned in the first position in the organic SERPs?
Read on and I will explain the advantages of this type of campaign.
Advantages of branded campaigns in Google AdWords
Obtaining search information
For some years now, we have been suffering from the famous “Not provided” in the analysis of Google searches. Those succulent lists of words that users had used to find our pages passed away, and with them valuable information. This information includes searches performed on the same brand.
Thanks to the brand campaign we can know which terms users have used to search for our brand and draw conclusions from them.
Brand campaigns with Google AdWords allow you to know the combinations of terms accompanied by your brand name that users use in their searches.
For example, if there are a large number of users searching for “pepito brand reviews”, the pepito brand is probably lacking in terms of reliability and trustworthiness for potential new customers.
Giving visibility to important pages
Let’s imagine that we have a new service, the latest brand offer or a surplus of stock that we want to sell. These are just some examples of internal pages that we would like to have visibility. Thanks to the site links, available in the search campaigns, we can select these pages and they will be shown in the ads when someone searches for the brand giving them high visibility and relevance.
Maximum visibility in search results
When a person searches for our brand on the Internet, we would like to get this visit, as it is usually a potential customer.
What if that person has several links to visit? Surely we will lose a percentage of those visits that will go to other pages. If we have a branding campaign, we will occupy more space in the search results, so we will have more visibility and increase the chances of visits to our website.
It is important to occupy the maximum space in the search results to have high visibility and maximize visits.
Direct calls from search results
Within the search campaigns, we can set up a call campaign, which will be activated for searches performed from mobile devices that can make calls. With this type of campaign you get a large amount of contacts from customers, thanks to the fact that the campaigns have a button to call directly, without entering any website. Easy, fast and straightforward.
Generally low CPC
What do these campaigns cost, and what CPCs do they usually have? The answer is: it depends…
As a general rule, if the brand is not similar to other brands or a generic term, the CPC is usually very low, since the brand’s website must be the most relevant of all. Not only that, but you will also get the best domain name. For example, “Human Level”, since its domain is www.humanlevel.com, the most relevant for this search.
Otherwise, the CPC is not usually low, although you will surely have all the advantages to be able to place in the top positions at the lowest price, because everything around the web of that brand is relevant to that search term. As for example for the brand “Hotel Madrid”.
Special case
If there is a special case where a branding campaign is a must, it is in hotels.
For some years now, the so-called OTAs or online travel agencies, such as Booking, Hotusa or TripAdvisor, have been established and have been dominating the search results for terms related to hotels, vacations and travel. They are very important for hotels, as they provide them with a large number of customers in exchange, of course, for a commission.
The problem comes when some (or many) of these agencies advertise the hotel brand, since they capture a potential customer who already knew the hotel and was looking for it, surely, to make a reservation. Therefore, what should be a direct customer for the hotel, without any cost, becomes a customer that has the cost of the OTA’s commission.
Direct customers are very likely to become third-party customers due to lack of visibility.
A clear example can be seen in the following image
In it we can see how the visibility of the official website is quite limited, being in the 4th position, very scattered among the results.
As you will have seen, there are many advantages to creating a branding campaign, as it helps us to know what users are looking for about the company, gives visibility to the brand and facilitates contact.
Can you think of any other advantages? If so, I encourage you to share them in the comments.
