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Branding Ad Group Rules of Thumb

Posted on 22nd Jun 2016 by David Ogletree


It’s not necessarily a rule of thumb for everyone who does AdWords or works with Bing, but it is something most of us abide by when it comes to branding. Or, should abide by, at the very least.


It’s fairly standard industry advice to avoid branding keywords if your brand comes up first in organic search results. But how do we know that’s the case? Are you monitoring your brand to make sure you’re consistently easy to find?


Recently, we noticed a client was bidding on a top company executive’s name, and receiving clicks to that effect. It turns out, that executive had the same name as a fairly insidious local criminal who was getting tons of searches. People were finding and clicking on the company ad, expecting to find some dirt on the criminal of the same name. This kind of thing happens all the time, believe it or not.


This is why utilizing tools that allow you to spot changes in the status of your brand online is so incredibly important when you’re working with AdWords. If you decide to set up a branding ad group – particularly if there are keywords you’re not getting good organic coverage on – you really have to put some kind of reputation management software or process in place to help you get a better grip on what you’re looking at. Even a Google Alert is better than nothing.


When these changes in status or reputation come up from you, it’ so important to be ready and to know where those searches are coming from. Check on changes in traffic or impressions within your branding campaign. Check your search queries. Know who’s looking for you and what’s out there. And above all, make sure to run regular searches on your branding keyterms to ensure you’re not wasting large amounts of money with your branded ad groups. 

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