Search Brand Campaigns are designed to capture and protect your branded search traffic.

These campaigns target users who are actively searching for your brand name, specific product names, or other trademarked terms closely associated with your business.

The reason you need to do this is because Brand campaigns leverage the psychological principle of "intent fulfillment."

When users search for your brand by name, they’ve already shown awareness and interest—the first two stages of the classic AIDA (Awareness, Interest, Desire, Action) marketing model.

They are actively seeking you out. Thye have high purchase intent and a greater likelihood of conversion.

From a marketing standpoint, failing to appear for your own brand terms creates what we call a "trust gap."

If a customer searches for your brand and doesn't find you (or worse, finds your competitors), it creates cognitive dissonance that damages brand credibility.

Studies have shown that users expect brands to appear in the top position for their own branded searches, and when they don't, it significantly reduces click-through rates on organic listings by up to 30-40%.

Long story short, you need to be dominating your SERP.

Campaign Setup

Bidding Strategy:

• Use Manual CPC bidding to maintain complete control.
• Avoid smart bidding options as they can unnecessarily increase CPCs for branded terms

Keyword Strategy:

• Focus on exact match and phrase match keywords
• Include your brand name and variations
• Include brand + product combinations
• Avoid broad match for branded keywords

Ad Copy Strategy:

• Create specific, brand-focused ad copy that reinforces your brand identity. Here we don’t mean language but your brand’s IP. Include strong USPs (Unique Selling Propositions). Things your ideal customers think about or consider when searching for these products.
• Utilize all available ad extensions (sitelinks, callouts, structured snippets)
• Use promotion extensions for any current offers

Landing Page Strategy:

• Direct traffic to relevant pages (homepage, specific product pages, or category pages). More on this later, as depending on the campaign you’re running you SHOULD customize the landing page.

Key Metrics to Monitor

• Impression share (aim for 95-100%)
• Absolute Top Impression Share (aim for 90%+)
• Click-through rate (expect 15-30% or higher)
• Quality Score (aim for 8-10)
• Conversion rate (should be significantly higher than non-brand)