How to Stop Overpaying
for Your Branded
Google Ads Keywords

My Name is Alex Gluz

  • Digital marketing expert with 16 years of experience helping companies grow through effective paid advertising and proven growth strategies.
  • Founder of T.A. Monroe - a B2B agency where we turn marketing challenges into success stories.
  • We use battle-tested, data-driven demand generation frameworks to help B2B SaaS companies predictably scale their revenue within 6 months, without the risk of wasting budgets.
  • Over the last eight years we've built and optimized over 3,500 paid campaigns across Google, LinkedIn, and Meta.
  • Our frameworks that have consistently delivered an average of 53% increase in high-quality leads and 27% reduction in CAC for our clients.

I Will Show You How to Audit Your Current Branded Google CPCs, But Most Importantly, How to Identify Cost Spikes

  • What I will show you includes targeting branded Google keywords, and campaign segmentation.
  • You will learn how to use negative keywords to protect your brand and save on costs.
  • I will go over how to optimize ad copy and leverage audience targeting for better ROI.
  • It is curated from hours of testing, nailing down strategies, and time spent on hundreds of campaigns. This isn't guesswork.

Why You should Care

  • Branded keyword costs have surged by +30% in the last two years.
  • The nature of Google ads keeping changing. Including the introduction of Performance Max campaigns and AI-driven keyword grouping, leading to increased ad spend with fewer returns.
  • Without proactive management, branded keywords can quickly become a source of overspending, limiting your reach to high-quality leads.

Does This Stuff Actually Work?

Here are just some of the companies and B2B businesses T.A. Monroe has helped get sustainable results with Google ads.

TA Monroe Digital - Marketing Agency for B2B SaaS Companies

Our Clients

Our Clients

Part I: What You Should Do

1. Audit Your Current CPC on Branded Keywords

Use Google Ads or Google Analytics to review your branded keywords' performance.

  • Navigate to: Google Ads > Keywords > Search Terms.
  • Filter by your brand name to see all related queries.

Example: Let’s say your product is "DataCloud," look for search terms like "DataCloud," "DataCloud pricing," "DataCloud analytics," etc.

  • Identify cost spikes or unusual patterns in CPC, CTR, and conversions.

Why?

  • Since 2018, branded keyword CPCs have increased dramatically, while conversion rates per contact have dropped.
  • Businesses now spend more per click and receive less ROI from branded terms.

100s of Law Firms

2. Define a Clear Strategy for Branded vs. Non-Branded Keywords

Segment your campaigns:

  • Create separate campaigns for branded and non-branded keywords.
  • Use Exact and Phrase Match types for branded terms.
  • Avoid broad matches for branded terms. Use exact and phrase match types to prevent exposure to irrelevant queries and ensure targeted audience reach​.

Example: Use [DataCloud] (Exact Match) and "DataCloud" (Phrase Match) to target precise searches for your product.

3. Implement a Negative Keyword List to Reduce Wasted Spend

Create a Negative Keyword List:

  • Navigate to: Google Ads > Keywords > Negative Keywords.
  • Add irrelevant terms like competitor names, generic phrases, or low-converting keywords.
  • Create an extensive negative keyword list.
  • Filter out competitor terms and low-intent keywords.
  • This prevents CPC inflation and maintains the relevance of branded traffic​.

Examples of Negative Keywords: "free alternative," "DataCloud issues," "DataCloud refund"

Bonus Tip: Google’s autocomplete feature helps you identify negative keywords.

  • Start by typing your main keyword to see a drop-down list of related terms people search for.
  • Add another letter after your keyword to see even more suggestions.
  • Work your way through the alphabet to build comprehensive negative lists.

4. Optimize Ad Copy and Landing Pages

Enhance Your Ad Copy:

  • Include your brand name prominently in the headlines.
  • Highlight Unique Selling Propositions (USPs) like "Real-time Data Insights" or "Secure Cloud Storage."

Optimize Landing Pages:

  • Ensure consistency between ad copy and landing page content.
  • Feature clear calls-to-action like "Start Your Free Trial" or "Request a Demo."

Example: If your USP is "Unlimited Data Storage," make sure this is featured in both your ad and on your landing page.

5. Utilize Audience Targeting

Leverage Remarketing and In-Market Audiences:

  • Navigate to: Google Ads > Audiences.
  • Add audiences who have previously visited your site or are interested in your industry’s solutions.
  • Google’s recent AI-driven keyword grouping and "Search Themes" updates exposed branded terms to broader themes, inflating CPCs and potentially drawing less relevant traffic​.
  • Avoid over-reliance on Performance Max for branded campaigns.
  • Keep branded campaigns separate from Performance Max to retain control over budget allocation and targeting, preventing CPC inflation​.

Example: Target users who have visited your features page but haven't signed up.

Bonus Tip: Brand keywords should be added as exclusions to Performance Max to ensure you avoid overlap and cannibalization.

6. Consider Automated Bidding Strategies

Explore Bidding Options:

  • Enhanced CPC (eCPC): Automatically adjusts your manual bids to help you get more conversions.
  • Target CPA: Sets bids to help get as many sign-ups or demos as possible at the target cost-per-acquisition you set.

Note: Automated bidding uses machine learning to optimize for conversions, potentially reducing CPCs over time.

7. Schedule Ads and Adjust Location Targeting

Ad Scheduling:

  • Run ads during business hours when decision-makers are most likely to be searching for industry-specific solutions.

Location Targeting:

  • Focus on regions where your product is available or where you see the highest conversion rates.

Example: If your primary market is North America and Europe, prioritize these regions and exclude others to prevent irrelevant clicks.

Part II: Why You Should Do It

Save on Costs

  • Avoid paying for irrelevant clicks that drain your budget.
  • Reduce CPCs by improving Quality Scores through relevancy and targeted strategies.
  • Google's push for revenue through ad competition has led to costlier branded CPCs.
  • It’s essential to focus on exact targeting and maintain ad quality to control these costs​.

Improve Targeting and Traffic Quality

  • Reach high-intent users searching specifically for your solution.
  • Increase conversion rates by attracting users ready to sign up or request a demo.

Increase ROI Through Better Ad Performance

  • Higher Quality Scores lead to lower costs per click.
  • Optimized campaigns result in better ad placements and more conversions.

Part III: How to Implement These Strategies Step by Step

PSA:

Some of the steps mentioned below can be implemented to effectively optimize certain non-brand Google campaigns.

Step 1: Set Up Google Ads Tracking for Branded Keywords

Access Keyword Planner:

  • Go to Tools & Settings > Planning > Keyword Planner.
  • Enter your branded keywords like "DataCloud" to see search volumes and forecasts.

Step 2: Create Separate Campaigns for Branded Keywords

Create a New Campaign:

  • Click on Campaigns > + > New Campaign.
  • Choose your goal (e.g., Leads, Website Traffic).
  • Select "Search" as the campaign type.

Configure Campaign Settings:

  • Name your campaign (e.g., "DataCloud Branded - Exact & Phrase Match").
  • Set locations and languages relevant to your target audience.

Add Keywords:

  • Use [DataCloud], [DataCloud pricing], and "DataCloud analytics" to add Exact and Phrase Match keywords.

Step 3: Implement Negative Keywords

Create a Negative Keyword List:

  • Go to Tools & Settings > Shared Library > Negative Keyword Lists.
  • Click "+" to create a new list (e.g., "DataCloud Branded Campaign Negatives").

Add Negative Keywords:

  • Input irrelevant terms like "DataCloud complaints," "DataCloud cancel subscription," "competitor [related industry] names."
  • Apply the list to your branded campaign.

Step 4: Optimize Bidding Strategy

Manual CPC vs. Automated Bidding:

  • Manual CPC: Gives you control over bids for each keyword.
  • Enhanced CPC (ECPC): Adjusts your manual bids for more conversions.
  • Target CPA: Sets bids to help get as many conversions as possible at the target CPA you set.

Implement Your Choice:

  • In your campaign settings, select your preferred bidding strategy.
  • Monitor performance and adjust as needed.

Example: If your average cost per trial sign-up is $50, set your Target CPA accordingly.

Step 5: Optimize Ad Copy and Landing Pages

Create Compelling Ads:

  • Click on Ads & Extensions > + > Responsive Search Ad.
  • Include headlines like "Official DataCloud Site" or "Try DataCloud Today."
  • Use descriptions that highlight benefits like "Secure Your Data" or "Access Anywhere, Anytime."

Improve Landing Pages:

  • Ensure landing pages align with ad messages.
  • Include testimonials or case studies from satisfied customers.
  • Emphasize brand-related keywords and unique selling points on both ad copy and landing pages to align with user intent and improve Quality Scores​.

Example: If your ad promotes a "30-Day Free Trial," make sure the landing page allows users to sign up easily.

Step 6: Utilize Audience Targeting

Add Audiences:

  • Go to Audiences > Edit Audiences.
  • Select remarketing lists such as "Website Visitors - Last 30 Days."
  • Add in-market audiences like "Cloud Storage Solutions" or "Business Analytics Software."

Set Bid Adjustments:

  • Increase bids by 20% for these high-value audiences to improve ad visibility.

Step 7: Schedule Ads and Adjust Location Targeting

Set Ad Schedule:

  • Navigate to Ad Schedule.
  • Schedule ads to run Monday through Friday, 8 AM to 6 PM, when B2B customers are most active.

Adjust Location Settings:

  • Go to Locations.
  • Include regions with high conversion rates.
  • Exclude areas with low performance or where your service isn't offered.

Example: If you notice high conversions from urban tech hubs like San Francisco or London, prioritize these cities.

Step 8: Conduct Monthly Ad Performance Reviews

Set Up Reports:

  • Use Reports > Custom to create a dashboard tracking metrics like CPC, CTR, conversion rate, and cost per conversion.

Analyze Data:

  • Identify trends such as increasing CPCs or declining conversion rates.
  • Update negative keywords and adjust bids based on performance.

Test and Iterate:

  • A/B test ad copies to see which messages resonate best.
  • Experiment with landing page variations to improve conversion rates.

Part IV: An In-Depth Action Plan for Optimizing Your Branded Keywords

✓ Phase 1: Preparation

Set Up Tracking and Analytics

Implement Conversion Tracking:

  • Use Google Tag Manager for efficient management.
  • Set up tracking for micro-conversions like "Whitepaper Download" or "Newsletter Signup."

Integrate with CRM:

  • Connect Google Ads with your CRM to track leads and all important actions through the sales funnel.

Note: It’s imperative to have accurate tracking in place before you get started on the below.

Gather Data

Export Performance Reports:

  • Navigate to Google Ads > Reports > Predefined Reports > Keywords > Search Terms.
  • Export data for the past 3-6 months.

Analyze Key Metrics:

  • Look at CPC, CTR, conversion rates, and Quality Scores for your branded keywords.
  • Identify high-cost, low-performing keywords.

Set Clear Objectives

Define Goals:

  • Reduce average CPC for branded keywords by 20% within the next quarter.
  • Increase conversion rate for branded campaigns by 15%.

Establish KPIs:

  • Target CPC, target CPA, desired Quality Score.

Audit Current Campaign Structure

Review Campaign Settings:

  • Check if branded and non-branded keywords are properly segmented.
  • Ensure correct match types are being used.

Assess Ad Copies and Landing Pages:

  • Evaluate the relevance and performance of existing ad copies.
  • Review landing page load times, content relevance, and conversion elements.

✓ Phase 2: Implementation

Restructure Campaigns

Create Dedicated Branded Campaigns:

  • Set up separate campaigns for Exact and Phrase Match branded keywords.

Example Campaigns:

  • "DataCloud Branded - Exact Match"
  • "DataCloud Branded - Phrase Match"

Adjust Budget Allocation:

  • Allocate specific budgets to branded campaigns to control spend.

Implement Advanced Negative Keyword Strategies

Expand Negative Keyword Lists:

  • Use the search terms report to find irrelevant queries.
  • Add these to your negative keyword list.

Regular Updates:

  • Schedule bi-weekly reviews to update negative keywords.

Optimize Bidding Strategies

Test Automated Bidding:

  • Implement Target CPA or Target ROAS strategies.
  • Monitor performance over a two-week period.

Set Bid Adjustments:

  • Increase bids for high-performing times of day or devices.
  • Decrease bids for underperforming segments.

Enhance Ad Copy and Extensions

Create Multiple Ad Variations:

  • Develop at least 3 different ad copies for A/B testing.
  • Focus on different USPs or promotions.

Utilize Ad Extensions:

  • Sitelink Extensions: Link to pricing, features, testimonials.
  • Callout Extensions: Highlight "24/7 Support," "99.9% Uptime".
  • Structured Snippets: Feature aspects like "Features: Real-time Analytics, Custom Dashboards".

Improve Landing Pages

Optimize for Conversions:

  • Include clear CTAs like "Start Free Trial Now".
  • Use trust signals like customer logos, security badges.

Enhance User Experience:

  • Improve load times by compressing images and minifying code.
  • Ensure mobile responsiveness across devices.

Implement Advanced Audience Strategies

Create Custom Audiences:

  • Use Customer Match to target existing customers for upselling.
  • Develop Similar Audiences based on converters.

Layer Audiences:

  • Combine in-market audiences with remarketing lists for more precise targeting.

✓ Phase 3: Monitoring and Optimization

Weekly Performance Reviews

Monitor Key Metrics:

  • CPC, CTR, conversion rate, Quality Score, cost per conversion.

Adjust Bids and Budgets:

  • Reallocate budget to high-performing keywords.
  • Pause or reduce bids on underperforming keywords.

Ongoing A/B Testing

Test Ad Copies:

  • Continue to test new headlines and descriptions.
  • Identify top performers and iterate.

Optimize Landing Pages:

  • Use tools like Google Optimize to test different page elements.
  • Focus on headlines, images, and CTA buttons.

Refine Audience Targeting

Analyze Audience Performance:

  • Identify which audiences have higher conversion rates.
  • Adjust bid modifiers accordingly.

Expand Remarketing Lists:

  • Create lists for specific behaviors, like "Abandoned Cart" or "Visited Pricing Page."

Competitor Analysis

Use Auction Insights:

  • Navigate to Google Ads > Keywords > Auction Insights.
  • Identify competitors bidding on your branded terms.

Develop Defensive Strategies:

  • Consider bidding higher on critical keywords.
  • Explore legal options if competitors are using your trademark improperly.

✓ Phase 4: Reporting and Future Planning

Compile Performance Reports

Summarize Key Findings:

  • Present changes in CPC, conversion rates, and ROI.
  • Highlight successful strategies and areas needing improvement.

Share with Stakeholders:

  • Provide clear insights for marketing teams, executives, and sales.

Plan for Next Quarter

Set New Objectives:

  • Aim for further CPC reductions or conversion rate improvements.

Identify New Opportunities:

  • Explore additional keywords.
  • Consider expanding to other platforms like Bing Ads.

PS:

We just helped a SaaS company cut their branded keyword costs by 43% using these exact strategies. Want to see how we did it?

Book a Free
Strategy Call

Need help with your Google Ads or other paid media?
Schedule a free, one‐on‐one session with me, and I’ll walk you through actionable steps to improve your campaigns and get better results

Book a Call