We are going to see the importance of having brand keywords. Although at first it may seem that it is not necessary to have a specific campaign or ad group to bid for our brand, I will explain why it can make a lot of sense. It doesn't matter if your brand is known or not, there are always going to be users who perform searches containing your brand name.

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If you don't have keywords in an ad group that mention your brand (known as Brand Keywords), Google might trigger one of your generic keywords for that search query. This is a problem, as the cost per click for a generic keyword is much higher than for a brand keyword. Then your budget will not be well optimized.

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Below we see an example of a client who didn't want to bid on his own branded keywords, a decision that made him end up paying much more for some searches. Being a car workshop called EverCAR.

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That is why I encourage you to create a group or campaign that contains keywords that mention your brand, even if your business does not have a well-recognized brand. Use different ways in which users tend to write it and combinations of the most searched terms in your account with the name of your brand.

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It is also very important that you add your brand name as a Negative Keyword in all Generic Ad Groups and Campaigns. This way you will manage to force them to go out for the branded ones. This way you will lower the cost you pay per click and reach more users optimizing your budget.

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In addition, on Dolnai's platform you have a tool where you can check that your branded traffic really enters for branded keywords and that your spending does not skyrocket. Go ahead and try it!

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