💰 Get the Biggest Bang for Your Buck in Brand Campaigns: Bidding Strategy to Lower the CPC
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- Опубліковано 5 чер 2024
- Regina reveals her strategies to effectively lower cost-per-click (CPC) while increasing impressions for successful brand campaigns.
Regina Bellows also emphasizes the significance of brand campaigns for your Google Ads success and how to protect your brand name from competitors by using the right bidding strategy for your business. Watch this video now.
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0:00 Intro
0:18 Get the Biggest Bang for Your Buck in Brand Campaigns: Bidding Strategy to Lower the CPC
3:58 Google Ads bidding strategy to use
8:12 Monitoring the strategy results
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How did the conversions change during this period vs before? Though I understand, conversion was not a goal here, but still want to understand the numbers
Whats the Absolute Top Impression share difference from before/After?
The thing is, this metric is greatly affected by the total market size for that campaign. So it shows the % of impressions you got within the total available auctions that the campaign was eligible for. This means that if less people are searching for your brand, then the market size is smaller. During the time period I showed in the video, we increased the budgets of the cold lead campaigns significantly which sent more people to the site which caused the quantity of people searching for the brand name to go up significantly. So our % impressions out of the whole became smaller alongside that. Abs. Top Impression share metric is, unfortunately, only useful for the inbound search campaigns... Or if there were no budget changes for a long time in the account as well as re-allocation between campaigns that might affect the brand traffic.
Manual CPC for brand all the way.
I also do manual CPC bidding for brand campaigns, but are you saying you recommend Manual CPC bidding strategy instead of impression share? If so, why do you prefer Manual CPC?
What does search term report look like? There are many times when this strategy increased the amount of non-relevant terms that inflate impression share.
Also what does Absolute Top look like comparing the two
If you're getting non-relevant search terms in a Brand campaign, then you'll want to choose a more restrictive match type (i.e. exact match) and/or consider adding some broad match negative terms to the campaign based on what you're seeing come through the search terms report.
@@03Regina30 Thanks for taking the time to reply.
For the businesses I manage, many of the brand names have become synonymous with the product. Think something like Kleenex but at a much smaller scale. We got tons of overlap with non brand inside our brand campaign even when using exact match, but managing it with negatives has been useful.
We also find that enhanced CPC usually accomplishes similar results as you’ve experienced with Target impression share, but requires more granular keyword-level CPC work.
Unfortunately, I don't agree with you. I still use conversions bid stratergy or similar kind... So my money will help Google to go after individuals who are searching for brand terms + are more likely to convert. Rest will find their way from the organic listing.
Exactly. They are telling people to bypass the algorithm for conversion optimization and they have no proof to back up their claims that impression share will yield higher ROAS. Sol8 is starting to lose credibility for me since they started to delete my comments!
Why not simply use manual?
It's about the "leash" you give the algorithm If you say "spend the full budget while getting as many impressions at the absolute top of the page as you can" vs. "spend the full budget and try to aim for $X per click. In both scenarios, the algorithm will simply spend the budget & then stop showing the ad when it runs out of budget for the day. In the second scenario the algorithm will only show the ad if it thinks it can get a click for around the price you've asked to pay for a click. So on all those people it thinks won't click, it's going to not show the ad because it's focused on spending money. It's going to miss a lot of people. Whereas in the second scenario the algorithm will look for opportunities to show the ad when it can win the bid at the top of the page and it will conserve budget when it thinks someone might click. This allows you to "protect the brand name" for more of the searches where people are searching for your brand name. If the algorithm thinks someone will click, and it decides to conserve the budget for the next person searching instead, that's fine because that person was probably a super hot lead anyways, so they're just going to scroll to your organic listing. Why pay for that click? We just want the brand ad to act as a billboard to show the less hot leads how "big" we are and make sure they're not side-swiped by the competition ads.