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Google Adwords Non-Brand Campaigns

by jma24
13 replies
  • PPC/SEM
    • |
Hello fellow Warriors,

What are the best metrics to look at for a non-brand campaigns in Adwords? It seems nearly impossible to reduce the conversion cost to a reasonable level due to searchers being higher up in the funnel.

What metrics would you look at to prove that non-brand campaigns are helping with incremental lift in sales and to see if it's worth it or not.

Should I build a modified multi-attribution model that segments non-brand campaigns to view the value of assisted conversions?

What would be good metrics to look at to indicate that non-brand campaigns are doing well?

Truly appreciate any assistance provided and thank you!

-J
#adwords #campaigns #google #nonbrand
  • Profile picture of the author mrvm1
    Isn't it as simple as are you getting conversions at a good ROI so that you are making a profit ?
    That's the metric globally wether it's a branded or non branded campaign.
    Generics can be expensive but convert well, I find affiliates make PPC complex when it isn't.
    With regards to segmentation that's a good idea, I do that and have lots of different campaigns , they are easier to manage and also if u do make a mistake ie with a broad match kW then your stats are protected in your good campaigns
    Hope this helps and good luck
    Mac
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    theaffiliatepod.co.uk
    Less work More money More time

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    • Profile picture of the author jma24
      You're right, some keyword triggers do perform better but this account has a ton of keywords that are not converting at all. However, since it's a large account; I want to at least attribute the assistance of those keywords that may have potentially lead them lower into the funnel.

      Do you just pause every word that is not converting well based off conversion rates/costs alone?

      Would there be any adverse effects if I was to take on that path and just turn on words that are doing well while continuing to optimize for best QS, landing pages, etc?

      Thanks again for the insights and feedback.

      -J
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  • Profile picture of the author mrvm1
    You may know PPC is not an exact science so not knowing your metrics I would not pause every KW that is not converting, ie have you tried a new landing page. I find if its your own campaign you get a gut feel when to pause KW's over and above your own metrics / costs.
    In my own experience if a campaign I struggling with CTR pause all non converting kws and your CTR will improve . Do u use site link and call out extensions ?

    There will be no adverse affect at all if you were to optimise as you have stated.
    All the best
    Mac
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    theaffiliatepod.co.uk
    Less work More money More time

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  • Profile picture of the author Bejan
    A multi-attribution model can help tell your story and rationalize the non-branded coverage. For campaigns we run, the non-branded and competitive coverage is essential for new customer acquisition and improvement of market share.

    To justify allocating budget to these campaigns that perform less immediately, here are some approaches we take:

    Related to attribution, consider using the utm_nooverride=1 parameter in the url to prevent other campaigns from overwriting the campaign source.

    Also, show that you have strong exact phrase match coverage of at least 90% of all clicks, with 2+ % CTR, 4+ avg ad position - basically strong PPC metrics. If your Quality Score is less than 6 then you need to work on matching relevancy from keywords to ad texts to landing page elements (especially page title & H tags).

    If you have immediate ROAS then the coverage is easily justified, and showing even 50% immediate ROAS with strong PPC performance helps tell a better story... hopefully.

    Consider checking GA for performing non-branded organic keywords and build campaigns around those for PPC to lift overall performance.

    Make sure you test with AdWords & Bing - sometimes Bing, surprisingly, will actually perform better with non-branded keywords.
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  • Profile picture of the author jma24
    Wow.. I cant believe the account does not have User ID activated... with this feature enabled; seems like cookie tracking last for a duration of 2 years. Since it generates some new reports, how do we correlate it back to lift for a paid brand campaign? Does it offer new drop downs in the columns to identify if they were an existing cookie or not?

    You guys rock! I'm hoping this is the answer to this question everyone is asking for.

    Thanks in advance,
    -J
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  • Profile picture of the author jma24
    does a large overlap in organic and paid warrant setting up and viewing CPA on an attribution model? The CPA is so high on non-brand, I'm wondering what other techniques to reduce the amount... already working on getting a better QS through relevancy of landing pages and ad copy..

    I definitely started tweaking GTM to track what we want.. It's odd because the TSC cookie fires randomly as a prospect vs existing after loggin. still trying to figure why that is so.

    Thanks for inputs!

    Regards,
    J
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    • Profile picture of the author dburk
      Hi J,

      It's likely that the CPA is high due to competition levels for those generic keywords. You need to focus on improving Quality Scores to lower the CPA. Earn a 10/10 QS and you will have the lowest CPC among all competitors.

      And yes, definitely keep an cross-channel attribution.

      Don't get stuck myopically focused on CPA, it's just a metric, and usually not the most important metric. Total profit is usually a much more important metric and you should allow for flexible CPA to achieve the maximum total profit.
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      • Profile picture of the author jma24
        Hi Dburk,

        Great advice as always. I've been diving into the account more and have been optimizing and performing brand testing to see if we can justify any incremental lift. What method I am using is uploading a database of all existing customers onto Adwords and using that list as a negative target for the brand campaigns. This way, we can see what type of lift we get for new customers as most existing customers will not be seeing the ads.

        One thing I'm struggling with is they are trying to find a way to reduce the SAC (Subscriber acquisition cost) to a certain number. How would I go about to prove that digital spend in Adwords is helping us reduce that?

        I understand we shouldn't just look at CPA, and that we should use a MCA model but are there any other metrics we should be looking into? Any other tests to prove that SAC is reducing due to campaign initiatives?

        Again, thanks for the continue guidance. I feel like many companies miss the bigger picture or are overspending in areas that are not generating a positive ROI. I understand non-brand is generally higher on the funnel and would have a lot less last interaction conversions compared to brand qualified.

        -J
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