How to use non-branded keyword search campaigns on Google Ads?
Non-Branded Keyword Search Campaigns in Google Ads are essential for businesses looking to attract new audiences. This concept will guide you through the strategic use of these campaigns.
Role of Non-Branded Keyword Search Campaigns:
These campaigns target keywords that are not directly associated with a brand name but are relevant to the products or services offered.
They are ideal for businesses aiming to increase market reach, capture new audience segments, and compete in their industry by tapping into broader search queries.
Campaign Level Strategy:
At the campaign level, focus on a broad yet relevant keyword selection and competitive bidding strategies.
For example, a fitness apparel brand might target keywords like “workout clothes” and “yoga pants” instead of its brand name. This approach can help in capturing traffic from potential customers who are in the research phase and may not have brand loyalty yet.
Ad Group Level Execution:
Organize ad groups around specific themes or product categories. Each ad group should have a set of closely related keywords, allowing for targeted ads that speak directly to the search intent.
For instance, separate ad groups for “women’s running shoes” and “men’s gym shorts” enable more precise messaging and targeting.
Ad Level Creativity:
Craft your ads to highlight unique selling propositions and clear calls-to-action. Ads should be compelling and informative, making a strong case for why a searcher should choose your products or services over others.
Use of ad extensions, like sitelinks or callouts, can provide additional information and improve engagement.
Advanced Strategies and Optimization:
To further enhance your non-branded campaigns, consider strategies like A/B testing different ad copies or employing dynamic search ads.
Monitor keyword performance and continuously refine your keyword strategy based on data insights and market trends.
Non-Branded Keyword Search Campaigns open doors to new customer segments and broader market reach. They require careful planning and ongoing optimization to achieve the best results.
Up next, we will explore Shopping Ads and how they can boost product visibility and sales for e-commerce businesses.