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?
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.