Let me make it clear what a brand campaign is first, so we are all singing from the same hymn sheet!
A brand campaign is a campaign that is set up with only your BRAND NAME included as the keywords.
For this business, I would add Satsuma Digital, I would probably add our previous name of Satsuma Social – if there were common misspellings or you were also known as another name, I would add those too. That’s it!
Now, most of you are thinking why? Surely if someone is looking for your website, they will just search and find you and then you get that business without spending any money with Google.
Sometimes that will happen but quite often it will not.
For example, a competitor can bid on your brand name, they will then appear in the top 3 paid listings whilst you languish below hoping your SEO efforts will get you through! The user may just not notice this and click on their ad and all of a sudden they are on your competitor’s website and buying from them.
So here are my top 5 reasons why you should be running a brand campaign for your business
- As I mentioned before, it means that you will be able to dominate the top three paid listings as you will always win that auction.
2. Running a brand campaign is cheap, CPCs are low and the ROAS, (Return on As Spend), is usually great! Invariably you can run one for a few £ a day depending on the amount of website traffic you get. One of my clients has a steady stream of traffic to their website, and I have a brand campaign running for them on £30 a day and they achieve a consistent >8 ROAS.
3. Having a paid listing and then your organic listing showing at the same time gives your business that extra gravitas and visibility
4. If you are running a promotion, you are able to switch the content up quickly in the ads to ensure that it’s successful
5. If you sell to trade like a lot of my clients do, then you need to appear above the bigger guys that stock your products and may have bigger ad budgets. You want the customer to come to you directly, not to your stockists!
I hope you can see from this that running a brand campaign in your Google ad account is a must for every business.
Top Tip – do not mix your brand campaign with a non-brand campaign. You need to keep this separate as the ROASs will be very different. They should be 2 separate campaigns with different ROAS goals. If you mix them you risk inflating the ROAS on your non-brand campaign which will then not give you a clear picture of your marketing efforts and their results.
If you would like to have a chat with me about running Google or Facebook ads for your business, book a meeting in my diary or email me at hello@Satsuma-Digital.com