Should You Run Branded Ads?

 
 

To test whether you need to run branded ads on Google, you can follow these steps:

  1. Analyze organic performance: Start by evaluating your brand's organic performance in Google search results. Look for the following indicators:

    • Search rankings: Determine whether your brand appears prominently in organic search results for relevant brand-related keywords.

    • Click-through rates (CTRs): Analyze the CTRs of your organic listings to assess the level of engagement and user interest in your brand.

    • Organic traffic: Measure the amount of organic traffic your website receives from brand-related searches. This can help you gauge the existing visibility and discoverability of your brand in organic search results.

  2. Conduct a competitive analysis: Evaluate the competition within your industry or niche. Consider whether competitors are bidding on your brand-related keywords and appearing in the top ad positions. Look for indications that your competitors' ads might be affecting your brand's visibility or diverting traffic.

  3. Keyword research: Conduct keyword research to identify the search volume and competition level for your brand-related keywords. Tools like Google Keyword Planner or third-party keyword research tools can provide insights into keyword performance metrics.

  4. Run a test campaign: Create a test campaign specifically targeting your brand-related keywords. This campaign should include ads focused on your brand name and other relevant brand-specific terms. Set a specific budget and monitor the campaign's performance over a defined period.

  5. Measure key metrics: Keep track of key metrics to assess the impact of running branded ads, such as:

    • Impressions: Monitor the number of ad impressions your branded ads receive.

    • Click-through rates (CTRs): Measure the CTRs of your ads to gauge user interest and engagement.

    • Conversion rates: Track the conversion rates of the users who click on your ads to determine the effectiveness of driving desired actions, such as purchases or form submissions.

    • Cost per acquisition (CPA): Calculate the cost per acquisition or conversion to understand the cost-effectiveness of running branded ads.

  6. Compare performance: Compare the performance of your test campaign with your organic performance. Evaluate whether running branded ads has resulted in increased visibility, click-through rates, conversions, or other desired outcomes compared to the organic results.

Based on the insights gained from the test campaign, you can make an informed decision about whether running branded ads on Google is necessary for your brand. Continuously monitor and optimize your campaigns to maximize their effectiveness and align with your marketing goals and budget.