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How does this improvement work?
Opteo recommends this improvement when we haven’t been able to detect an active brand campaign in your account.
We scan your account for a campaign using your domain name in at least one keyword, and if we don't find one, this improvement will appear.
Note, the keyword must mirror your domain name: for example, if your company was 'Tasty Fish Food' and domain name www.tastyfishfood.com, the keyword would need to include 'tastyfishfood' with no spaces to be flagged.
It's always good to have a reminder about brand campaigns, but finding one in your account isn't always a flawless science – if you have a brand campaign that isn't being picked up by Opteo, feel free to Dismiss this improvement.
Why Create Brand Campaign?
We recommend running a brand campaign for five key reasons:
1. Incremental clicks
While bidding on your brand terms will cannibalise some organic traffic, there's plenty of research indicating you'll gain incremental clicks from both paid ads and organic results. Here's an example:
Brand traffic is cheap. Quality Scores are artificially high, and conversion rates are often disproportionately strong, so the incremental conversions are usually worth the cost.
3. Control on Landing Page
You can easily control which page a prospect will land on when they click on a brand ad. You may want to serve modified pages better adapted for AdWords traffic.
4. Protection from Competitors
Better take up the spot so that a competitor doesn't! Bidding on your brand terms increases the cost for competitors to bid on the same terms.
5. Account-Wide Quality Score Boost
Although unproven, if account-wide, historical Quality Scores impact AdRank, consider branding campaigns as an easy way to improve account-wide Quality Scores.
How do I create a brand campaign?
You'll have to create your brand campaign in AdWords, but we'll give you ideas for your ad group name, your new ad, and your brand keywords.
1. Create New Campaign
In AdWords, navigate to Campaigns. Click the blue + button and select Search campaign type. Choose your campaign goal.
2. Set Campaign Properties
Within the Opteo improvement task, we'll suggest a name for your campaign. Choose Locations, Bids, and Budget. Click Save and Continue.
3. Name the Ad Group
Again, we'll suggest an ad group name within the Opteo improvement task.
4. Create a New Ad
Write an ad to capture the attention of people searching for your business. We'll generate an example for your brand within (you've guessed it) the improvement task.
5. Input Brand Keywords
Cover the basics, as well as thinking about potential misspellings and variations of your domain name. We'll give you a few ideas to get you started.
6. Save Ad Group
Click Save Ad Group. Return to Opteo and hit Recheck Campaigns. We’ll rescan your account for a branding campaign and the improvement task will move into Pushed.