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.

Best Tools for PPC

Paid search has become an important aspect of marketing/sales for brands. If any user is searching on search engines for anything related to your brand, they are mostly doing it with a purchasing intent. Now, it has become a challenge for search engine experts to target each and every potential customer searching for products of brands for which they manage Search Marketing. With tech innovations, the options for advertisers is increasing and they are spending more time on creating strategies. As a Paid Search expert it is important that you are efficient in managing Google AdWords, Google Analytics and Bing Ads, but there are other tools that can add a competitive edge.

AdWords itself has some very useful tools integrated, such as the keyword planner, display planner and Ad Preview and Diagnosis. But these 5 tools listed below will create an extra advantage over your competitors.


The tool will ask for an initial keyword input and use the Google Autocomplete to generate hundreds of relevant long-tail keywords for any topic. The keywords suggested through Google Autocomplete feature are the search terms that the users are frequently searching for. The free version of this provides with 750+ keyword suggestions but you will need the pro version to get the competitive analysis of each keyword. The pro version starts from $48/month.

2. Ubersuggest

Ubersuggest is a completely free tool and you can use the tool as much as you want, there will be no limitations. This tool has been used by marketers for SEO and PPC purpose.

The added feature of this tool is that it will help you with saving negative keywords also. You can download the report in excel.

3. AnswerThePublic

Answer the Public is a very informative tool. It can provide you with most relatable questions as search terms for the brand as well as long tail keywords. This tool can be mostly focused on understanding the pattern of search queries which can be helpful in tailoring your ads.

4. SpyFu

I would say that it is the best competitor analysis tool that I have used ever. Spyfu’s USP is the long history of AdWords data of competitors that it stores. It can tell you how your competitors have been changing Ad strategies over time. It provides you with SEO research, PPC research as well as the keyword research.

It is not a free tool and the basic package starts from $33/month.

5. SEMrush

SEMrush is an important tool for competitor analysis for paid and organic search. Three main things that it can do is –

  • Provide the domain ranking for each keyword.

  • It is easy to compare desktop data vs mobile data

  • It also provides better insights into competitors best performing product ads.

SEMrush is not a free tool, and the basic price starts from $99.95/month.