Get the Biggest Bang for Your Buck in Brand Campaigns: Bidding Strategy to Lower the CPC

Rachel: 00:00:11

We're going to talk about brand campaigns today and

2

: 00:00:13

how to get the cost per click.

3

: 00:00:15

down.

4

: 00:00:16

you can also see that the impressions went

up, Money is going farther, bigger bang

5

: 00:00:20

for your buck on this brand campaign.

6

: 00:00:23

Hi

7

: 00:00:28

everyone.

8

: 00:00:28

Regina here with solutions eight.

9

: 00:00:30

we're going to talk about brand

campaigns today and how to

10

: 00:00:33

get the cost per click down.

11

: 00:00:35

brand campaign.

12

: 00:00:37

Just so everyone knows is a campaign

where you're just targeting people

13

: 00:00:41

who are already looking for you.

14

: 00:00:43

So someone who's looking for the name

of your business, you shouldn't have

15

: 00:00:46

a lot of keywords in this campaign.

16

: 00:00:48

It's only people that, they've

already been to your site.

17

: 00:00:51

They know you there,

they're looking for you.

18

: 00:00:53

So you might have only one keyword.

19

: 00:00:55

if the name of your business has

a unique word, that is the name

20

: 00:00:59

you could just use broad match.

21

: 00:01:00

And that would be your entire campaign.

22

: 00:01:02

Would that one keyword, some people

like to set up their brain campaigns

23

: 00:01:05

with two or three keywords, maybe

phrase match, maybe exact match.

24

: 00:01:09

if the name of your business is several

words, you might need to play with a

25

: 00:01:12

couple of, phrase match and exact match

keywords and make sure that the search

26

: 00:01:17

terms But the algorithm gets it right

that the search terms are targeting only

27

: 00:01:21

people that have that are looking for you.

28

: 00:01:23

That's their intent.

29

: 00:01:24

And if you're not seeing that in the

search terms, then you're going to

30

: 00:01:26

want to pivot and maybe choose more

exact match rather than phrase match.

31

: 00:01:30

or add some more keywords.

32

: 00:01:32

let me give an example.

33

: 00:01:33

the name of your business is, hello kitty.

34

: 00:01:36

United and, you put phrase match.

35

: 00:01:39

Hello Kitty United and then the algorithm

is matching that keyword to search

36

: 00:01:43

terms that are more like, kitties,

that say hello, Something like that.

37

: 00:01:49

This is a terrible example,

but you get the idea.

38

: 00:01:51

Then you're going to say, Oh, that

person's not searching for me.

39

: 00:01:54

That's not my business

that they're searching for.

40

: 00:01:57

So you're going to pivot and

maybe change it to exact match.

41

: 00:01:59

Hello Kitty United.

42

: 00:02:00

you might also want to have some keywords,

let's say, Hello Kitty United sells,

43

: 00:02:04

services on how to start a Hello Kitty

you might want to try a phrase match.

44

: 00:02:10

Hello Kitty international services.

45

: 00:02:12

Hello Kitty international price.

46

: 00:02:13

so that's what a brand campaign is.

47

: 00:02:15

Why would you run a campaign like this?

48

: 00:02:17

someday decide that you want

to protect your brand name.

49

: 00:02:20

It's actually more than one reason.

50

: 00:02:22

So the main reason is because you

want to protect your brand name

51

: 00:02:24

from competitors who are bidding on.

52

: 00:02:27

Your name as a keyword, So they're

trying to snatch your business.

53

: 00:02:30

People who are looking for you

and show their ad at the top of

54

: 00:02:33

the search results, no bueno.

55

: 00:02:35

So you might want to run a brand

campaign so that you're always the first

56

: 00:02:39

thing to show in the search results.

57

: 00:02:40

And you don't want to rely on people

scrolling past all the ads and,

58

: 00:02:45

clicking on the organic search.

59

: 00:02:46

reason is because running a brand

campaign can, oftentimes it seems

60

: 00:02:50

to really help the algorithm.

61

: 00:02:53

To follow people through to the sale,

people who have clicked on the ads.

62

: 00:02:58

and, I really can't explain why,

the algorithm tries to use a lot of

63

: 00:03:02

different indicators to track people

from the first click, the second

64

: 00:03:06

click all the way through to the sale.

65

: 00:03:07

but sometimes it doesn't do a great job.

66

: 00:03:09

So having a brand campaign there,

scoops up a lot of the people that have

67

: 00:03:13

already clicked on one of the other ads.

68

: 00:03:15

Now they're just coming back

to you and looking for you and

69

: 00:03:17

buying, and it makes the algorithm.

70

: 00:03:19

more easily be able to recognize

that G clip because it's

71

: 00:03:22

coming back and attribute it.

72

: 00:03:23

So you tend to get more conversions

showing in your Google ads account.

73

: 00:03:27

onto the bidding and the cost per click.

74

: 00:03:28

So a lot of people when they're

setting up campaigns, they are

75

: 00:03:31

choosing a bidding strategy.

76

: 00:03:34

going to go over set to settings and

we're going to look at the bidding,

77

: 00:03:37

because that is what this video is about.

78

: 00:03:40

in the bidding strategy, it gives

you a bunch of, a bunch of options.

79

: 00:03:44

do you want to focus on

conversions, conversion value?

80

: 00:03:46

These are recommended.

81

: 00:03:47

Or do you want to focus on other

things like clicks or impression share?

82

: 00:03:51

Not recommended by Google.

83

: 00:03:53

And a lot of people will think,

obviously I want conversions, so

84

: 00:03:56

I'm gonna, focus on conversions and

that's what Google wants you to pick.

85

: 00:04:01

You guys, I highly recommend

focusing on conversions in other

86

: 00:04:05

campaigns, especially when you have,

frequent conversion data points.

87

: 00:04:09

That's when these recommended

conversion actions work really well.

88

: 00:04:12

But if you're a small business or

if you're running brand campaign, my

89

: 00:04:16

recommendation would be to make your

cost per click as cheap as possible

90

: 00:04:20

and just try to show up on the top

of the page as much as possible.

91

: 00:04:23

So you're going to tell the algorithm,

I want to target impression share.

92

: 00:04:27

And where do you want your ads to appear?

93

: 00:04:29

I want it to appear at the

absolute top of the results page,

94

: 00:04:32

Not just at the top in the third ad slot.

95

: 00:04:35

I want to be at the top of the top

because someone's looking for you.

96

: 00:04:38

You don't want them to see

the competitor ad first.

97

: 00:04:40

You want them to see you first.

98

: 00:04:41

So absolute top of the results page.

99

: 00:04:44

And you're going to tell it target

a hundred percent impression share.

100

: 00:04:47

That's our main goal, right?

101

: 00:04:48

We don't really care

if this person clicks.

102

: 00:04:51

There are really hot

clicks or even converts.

103

: 00:04:53

They're super hot lead.

104

: 00:04:54

They already know you.

105

: 00:04:55

Not only do they already know

you, but they're literally taking

106

: 00:04:57

the time to type out the name

of your business and find you.

107

: 00:05:00

So they're probably going to convert.

108

: 00:05:02

what we want the algorithm to do is just

try to take the limited budget that it has

109

: 00:05:07

every day and spread it as wide reaching

to protect the brand name as much as you

110

: 00:05:11

can so that Your budget can spread far.

111

: 00:05:13

You can get the cheapest cost per

clicks while also remaining at the

112

: 00:05:16

absolute top of the results page.

113

: 00:05:18

does mandate that you put

in a maximum CPC bid limit.

114

: 00:05:22

you can play around with this number.

115

: 00:05:23

I think it's different for everyone,

but you have to put something in here.

116

: 00:05:26

So just choose a number that you want

to start with a dollar, whatever it is.

117

: 00:05:30

and then if you, are not seeing

that your cost per click is going

118

: 00:05:33

down to where you want it to be,

you can go in and start manipulating

119

: 00:05:35

that maximum CPC bid downwards.

120

: 00:05:38

I would not do it all at once.

121

: 00:05:39

I would do it granularly, right?

122

: 00:05:41

Like 30 cents at a time.

123

: 00:05:42

just to show you guys some success

that we've had with this, I

124

: 00:05:45

changed this on February 13th.

125

: 00:05:47

So we're going to go into the brand

campaign and look on February 13th

126

: 00:05:51

and up until yesterday and compare

it with the previous period.

127

: 00:05:54

We're going to see whether

the cost per click went down.

128

: 00:05:58

It sure did by a whopping 55 percent so

in the previous time period it was 1.

129

: 00:06:03

93.

130

: 00:06:04

Now it's only 85 cents.

131

: 00:06:05

Knowing that the average cost per click

is 85 cents, I might go in and start

132

: 00:06:09

manipulating my max CPC down a little bit.

133

: 00:06:12

I think I set it to 1.

134

: 00:06:14

maybe set it to 1.

135

: 00:06:15

20, and see if I get any like negative

kickback from that, but again, mostly

136

: 00:06:21

I'm just trying to protect the brand

name and get the cheapest cost per

137

: 00:06:23

click while still remaining at the

absolute top of the search page.

138

: 00:06:26

So as long as it's spending my budget

every day and I have the correct bidding

139

: 00:06:29

strategy pulled up, I don't care too

much what the cost per click is rather

140

: 00:06:33

more than I'm carrying that it's trending

downwards when I make this change.

141

: 00:06:37

the impressions went

up, Money is going farther.

142

: 00:06:40

bigger bang for your buck

on this brand campaign.

143

: 00:06:43

Now, this is not the case

with non brand campaigns.

144

: 00:06:46

If it's an inbound campaign,

you have a lot of competition.

145

: 00:06:50

People are not warmed up.

146

: 00:06:51

Then you're going to want to not use this.

147

: 00:06:53

This bidding strategy because getting

a cheaper cost per click or more

148

: 00:06:56

impressions is not necessarily a

good thing, It could be causing

149

: 00:06:59

your click through rates to go down.

150

: 00:07:00

It could be causing your

conversion rates to go down.

151

: 00:07:02

It could be causing your average

order rally to go out down.

152

: 00:07:05

So in those campaigns, it's much more

complicated, and you're going to want to

153

: 00:07:08

try different things to see where the.

154

: 00:07:10

Happy balance is, but in this

campaign, it's pretty straightforward.

155

: 00:07:13

You want as many impressions as

you can at the absolute top of

156

: 00:07:16

the search page for the money that

you have to protect the branding.

157

: 00:07:20

All right.

158

: 00:07:20

I hope this has been interesting.

159

: 00:07:22

Go ahead and give it a try and let

us know in the comments, whether

160

: 00:07:25

your brand campaign is going farther.

161

: 00:07:28

All right.

162

: 00:07:28

Thanks.