How to Stop Overpaying
for Your Branded
Google Ads Keywords
My Name is Alex Gluz
  • Digital marketing expert with 15 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 tested paid media and demand generation strategies to get you more qualified leads, improve lead quality, grow your pipeline, and reduce customer acquisition cost (CAC).
  • Over the last seven years we've built and optimized over 3,500 paid campaigns across Google, LinkedIn, and Facebook.
  • Our Google Ads campaigns have helped brands grow by 130% year-over-year, with clients seeing an average return of $4.40 for every $1 spent.
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?
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