Brand Campaign
A brand campaign is a search campaign that bids exclusively on your own brand name. It secures the top position for brand searches, at very low click prices and with high conversion rates.
What is a Brand Campaign?
A brand campaign is a search campaign whose keywords consist exclusively of your brand name and its variants, such as company name, product names, or common misspellings. Users searching for these already know you and are usually close to a decision.
Why Bid on Your Own Brand?
"I already rank #1 organically for that". A fair objection, but often short-sighted:
- Competitor defense: Competitors are allowed to bid on your brand name. Without a brand campaign, their ad sits above your organic result
- Full control: You determine ad copy, landing page, and sitelinks. For the organic snippet, Google decides
- Low costs: Thanks to high relevance and Quality Score, brand clicks are usually very cheap
An Honest Assessment
Brand campaigns shine in reports with low CPA and high ROAS, but some of these conversions would have come organically anyway. Therefore, always evaluate your account performance separately for brand and non-brand, otherwise you overestimate the true advertising impact.
Pro Tip: Check the Auction Insights report to see whether competitors bid on your brand. If nobody does and you rank stably at #1 organically, you can temporarily pause the campaign to test how many brand conversions are truly incremental.
Further resources
Frequently Asked Questions
Yes, bidding on third-party brand names as keywords is generally allowed on Google. What's not allowed is using protected trademarks in ad copy without authorization. You can file a complaint with Google against that.
It depends on the competition. If competitors bid on your brand, a brand campaign is almost always worthwhile. If nobody does, the added value is smaller. When in doubt, test it with a temporary pause.
Usually little: search volume is limited by your brand awareness and click prices are low. What matters is that the budget isn't limited. You always want to appear for brand searches.
No. Brand traffic has completely different conversion rates and click prices. Mixed in, it distorts your data and Smart Bidding. Always separate brand into its own campaign.
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Related Terms
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