{"id":19095,"date":"2017-10-02T00:00:00","date_gmt":"2017-10-01T22:00:00","guid":{"rendered":"https:\/\/trilogi.com\/blog\/should-i-invest-in-search-campaigns-for-my-own-brand\/"},"modified":"2017-10-02T00:00:00","modified_gmt":"2017-10-01T22:00:00","slug":"should-i-invest-in-search-campaigns-for-my-own-brand","status":"publish","type":"post","link":"https:\/\/trilogi.com\/blog\/en\/should-i-invest-in-search-campaigns-for-my-own-brand\/","title":{"rendered":"Should I invest in search campaigns for my own brand?"},"content":{"rendered":"<p>Many clients who want to <strong>invest in Adwords campaigns<\/strong> ask us whether it\u2019s really worth investing in search campaigns focused on their own brand. It\u2019s true that in most cases an ad matches the top search result, which may suggest it isn\u2019t necessary. But our <a href=\"https:\/\/trilogi.com\/marketing-ecommerce\/\">digital marketing experience <\/a>tells us it is.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-8577\" src=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/Portada_Post_SEP.jpeg\" alt=\"Branding search on Adwords\" width=\"750\" height=\"500\" \/><\/p>\n<h2>How are ads ranked in Adwords?<\/h2>\n<p>A <strong>search campaign<\/strong> works with keywords. They trigger the ads, and <strong>Adwords\u2019 AdRank <\/strong>system assigns the right position based on the following factors:<\/p>\n<ul>\n<li><strong>Relevance<\/strong>: the ad matches the user\u2019s search intent. It provides useful, detailed information and includes an attractive call to action (CTA) that fits the ad\u2019s context.<\/li>\n<li><strong>Quality<\/strong>: information about the keyword you want to trigger the ad is collected and matched against the content you offer users on the landing page you\u2019ve set. Adwords then assigns a quality score to each keyword in each ad group.<\/li>\n<li><strong>Bid placed<\/strong>: this is where the bidding model selected for the ad comes into play. The final bid executed for that ad is the one used in the evaluation.<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"alignnone wp-image-8552\" src=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/bombillote.jpeg\" alt=\"investing in branding campaigns\" width=\"750\" height=\"500\" \/><\/p>\n<h3>What an Adwords ad looks like<\/h3>\n<p>In AdWords you can stand out from your organic results by creating search ads with relevant, attractive copy that appear above organic results. You can also <a href=\"https:\/\/trilogi.com\/blog\/en\/boost-conversions-with-an-optimized-sem-campaign\/\"><strong>add sitelink extensions<\/strong><\/a> so users reach your offers landing page faster.<\/p>\n<p class=\"curiosidad\">This drives more <strong>impulse purchases<\/strong> and lets users discover your <strong>current offers<\/strong>. By using your brand name as a keyword, your ads will always appear in a prominent position.<\/p>\n<p>Let\u2019s look at a real example:<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-8554 \" src=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/en-la-cocina-cojo-la-paella-por-el-mango.png\" alt=\"I buy mango at the greengrocer\u2019s\" width=\"540\" height=\"352\" \/><\/p>\n<h2>Which factors should you watch to measure results?<\/h2>\n<p>To tell whether your <strong>Branding search campaign<\/strong> is delivering results, look at factors such as:<\/p>\n<ul>\n<li><strong>Impressions<\/strong>: in Branding campaigns we want <strong>as many people as possible to see us<\/strong>, so we set up a <strong>CPM bidding system<\/strong> (cost per thousand impressions) with keywords related to the product we offer.<\/li>\n<li><strong>Customer engagement<\/strong>: customer interaction with your ads is measured with a metric that <strong>defines the click-through rate<\/strong> (CTR). This metric shows how many clicks are generated per \u201cX\u201d impressions, expressed as a percentage.<\/li>\n<li><strong>Reach and frequency<\/strong>: the Adwords dashboard has a reach and frequency section. Here you can see how <strong>many users <\/strong>your ad can reach and <strong>how many times<\/strong> the same ad is shown to the same customer over a given period.<\/li>\n<\/ul>\n<p>All these areas are vital, and at <strong>TLG Commerce\u2019s digital<\/strong><strong> marketing department<\/strong> we offer advice so that your <strong>multi-brand or single-brand eCommerce<\/strong> understands how digital advertising should be done.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-8562\" src=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/full-statistic.jpeg\" alt=\"adwords ecommerce metrics\" width=\"750\" height=\"500\" \/><\/p>\n<h2>What are the benefits of investing in my own brand on Adwords?<\/h2>\n<p><strong>Investing in a search campaign<\/strong> <strong>for your own brand<\/strong> lets you deliver specific messages, ads or promotions to a new audience through the ad\u2019s title and description. Unlike organic search results, these changes can be made instantly and repeatedly. It\u2019s a good idea to update these ads in line with current trends to show <strong>attractive offers to your target <\/strong><b>audience<\/b>.<\/p>\n<p>Another factor that can help you decide is the ad\u2019s impact on your other ads. When you bid on your brand, you\u2019ll certainly get a higher CTR than in other campaigns, which improves the account\u2019s quality score history and positively affects all your other campaigns.<\/p>\n<p><strong>If you stop investing part of your budget in branding, other advertisers could step in. So why not defend the top spot, strengthen your branding and stay top of mind with customers?<\/strong><\/p>\n<p>That said, one critical point we always consider is the <strong>situation of the market<\/strong> we\u2019re targeting:<\/p>\n<ul>\n<li>If you aim to <strong>break into<\/strong> a new region or country, where growth must come not only from conversions but also from brand awareness and visibility, we recommend clearly analyzing your <strong>buyer persona profile<\/strong> and your own <strong>eShop analytics data<\/strong>.<\/li>\n<li>Knowing the <strong>percentage of new sessions<\/strong>, how <strong>new versus returning customers<\/strong> engage, and your main acquisition sources helps you decide what share of investment to devote to brand promotion on Google Search.<\/li>\n<\/ul>\n<p class=\"dato_curioso\"><strong>Google Adwords shows you the competitors you\u2019ve overlapped with. You can also access \u201cAuction insights\u201d and analyze the account to see whether investing is worthwhile.<\/strong><\/p>\n<p>Deciding <strong>where to invest<\/strong> and in <strong>which types of campaigns<\/strong> requires broad knowledge and a global view of your brand, your sector and your target audience.<\/p>\n<p>Investing in <strong>AdWords<\/strong> delivers results with a <strong>short-to-medium-term return<\/strong>. Go ahead and launch a campaign: it\u2019s not as complex as it seems, and you can count on our <a href=\"\/crear-tienda-web-contacto\/\">help and advice<\/a> to maximize and boost your results.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Many clients who want to invest in Adwords campaigns ask us whether it\u2019s really worth investing in search campaigns focused on their own brand. It\u2019s true that in most cases an ad matches the top search result, which may suggest it isn\u2019t necessary. But our digital marketing experience tells us it is. How are ads [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":13028,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[2507],"tags":[],"class_list":["post-19095","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-emarketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Should I invest in search campaigns for my own brand? | Blog Trilogi \u2013 The Digital Agency<\/title>\n<meta name=\"description\" content=\"Many clients who want to invest in Adwords campaigns ask us whether it\u2019s really worth investing in search campaigns focused on their own brand. 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