The Branded Search Playbook: Defend Your Brand Without Killing ROI

Should you be paying for ads when people are already searching for your business by name? This "brand tax" is one of the most debated topics in the Google Ads community, but the decision should be based on data, not a gut feeling. In episode 113 of the Inside Google Ads podcast, #1 Most Influential PPC Expert Jyll Saskin Gales dives into the branded search debate to help you determine if those clicks are actually incremental or if you are simply paying for traffic you would have received anyway.

Key topics discussed:

• How to use Auction Insights to decide if bidding on your brand is necessary
• Why keeping brand terms in PMax can be the best move for new campaigns
• When to separate branded search and shopping into their own campaigns vs. keeping them in Performance Max
• Choosing the right bid strategy for your branded campaigns
• Why shifting from Manual CPC to Target ROAS or Target CPA can improve the quality of your branded traffic
• How to handle "brand vs. competitor" search queries and the legality of using competitor names in your copy

You can get Inside Google Ads episode transcripts delivered to your inbox each week by signing up for free at https://free.jyll.ca/?utm_source=podcast&utm_medium=referral&utm_campaign=episode113
 
Google Ads Coaching
Need some expert help with your Google Ads strategy or optimizing your campaigns? Book a call with Jyll! Learn more at https://jyll.ca/pages/google-ads-coach?utm_source=podcast&utm_medium=referral&utm_campaign=episode113

Inside Google Ads course
Join 400+ marketers like you who are mastering Google Ads with Jyll's Inside Google Ads membership course. You'll get exclusive access to JyllBot, and you can meet top industry experts at an exclusive live video call every single month. Learn more at https://learn.jyll.ca/iga?utm_source=podcast&utm_medium=referral&utm_campaign=episode113

Read more about this topic on Jyll's Google Ads Blog

• Do you need a Brand campaign in Google Ads? https://learn.jyll.ca/blog/do-you-need-a-brand-campaign-in-google-ads?utm_source=podcast&utm_medium=referral&utm_campaign=episode113
• Should You Use Manual Bidding for Brand Campaigns in Google Ads? https://learn.jyll.ca/blog/should-you-use-manual-bidding-for-brand-campaigns-in-google-ads?utm_source=podcast&utm_medium=referral&utm_campaign=episode113
• Should You Exclude Your Brand Name from Google Ads Search Campaigns? https://learn.jyll.ca/blog/should-you-exclude-your-brand-name-from-google-ads-search-campaigns?utm_source=podcast&utm_medium=referral&utm_campaign=episode113

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