Cost of brand campaigns rising? Here is what you need to do!

You are running brand campaigns for a client, and having a positive ROI on it already, but you think the costs for the campaigns are higher than what you expected since it is a brand campaign. What would you check at first to identify the problem areas, and how would you fix them?

Auction Insights

First check the auction insights. Since the cost is higher than expected, it is possible that the competitors are also bidding on the same keywords.The following actions are needed to be taken

  • Go through auction insights and check which competitors are bidding on your trademark terms.
  • File a trademark complaint with the respective search engines. You can file a complaint if your brand name is trademarked which can prevent the advertisers from using your trademark in their ads. This can negatively affect their quality score.
  • Get into mutual agreement with your competitors  – to not bid on each other’s brand keywords. This might or might not work.
  • Use automated bid strategies like target search page location or target outranking share for your brand campaigns. Monitor the performance of these campaigns for few days and then take required actions.

Check if you have assigned higher max CPC

There are scenarios when we set higher max CPC for keywords. This encourages the search engines to charge you more than necessary for keywords. In such cases we can reduce the max CPC of keywords for 5% to 10% every consecutive week and check the performance of the campaigns, based on which we can take relevant actions.

Check your ad copies

There are instances when we create new ad copies, the CTR decreases and the CPC comparatively increases. Eventually the client is spending more. In such cases check the messaging of the ad copy if it is relevant to the keywords present in the ad group.

Google Ads to remove two automated bidding strategies late June

Google has decided to remove its two automated bidding strategies – Target Search Page Location & Target Outranking Share in late June.

It has also announced that all the campaigns that have been using these strategies will be automatically migrated to Target Impression Share which was introduced in November 2018

Target Impression Share offers more flexible and granular controls to optimize for your desired impression share and search page location. And you can use “Absolute top impression share” or “Top impression share” to aim for the top of the page using Target Impression Share.

Starting in late June, advertisers will no longer be able to add new Target Search Page Location or Target Outranking Share bid strategies. Later this year, existing campaigns still using these strategies will automatically be migrated to the Target Impression Share strategy based on previous target locations and historical impression share.

Sagar Shah, Product Manager, Google Ads

Since google has already announced this change. It would be smart of campaign managers to migrate their existing campaigns to Target Impression Share strategy themselves, rather than wait for google ads to automatically get it done.