How to Run Highly Efficient Branded Search Campaigns in 2025

Branded search campaigns are more essential than ever but are becoming harder to manage efficiently.

Recent data from Search Engine Land highlights the scale of the challenge:

• In 2018, businesses paid about $1 per click, with 1 in 5 clicks converting into leads.
• Now, CPC rates have increased tenfold, while conversion rates have dropped by 40%.

This means businesses are paying significantly more for less value, making it crucial to rethink strategies for branded search campaigns.

Why Branded CPCs Are Rising and How to Address It

One major factor driving up branded CPCs is increased competition. Key contributors include:

• The rise of PMax campaigns: Google's automated campaign types and AI-based auctions have intensified competition.
• Broad match keyword expansion: This leads to more advertisers competing for the same terms, pushing CPCs higher.

While there’s no one-size-fits-all solution, here are some strategies to reduce the impact:

• Exclude branded terms from PMax: avoid overpaying for branded clicks by managing these separately through standard search campaigns.
• Use negative keywords effectively: regularly review and update your negative keyword lists to focus on relevant searches.
• Automate negative keyword management: use scripts to save time by automatically adding irrelevant terms to your negative keyword lists.

In some cases, it might be worth allowing branded conversions in PMax campaigns to help the algorithm learn and improve performance for generic searches. However, it’s essential to monitor campaign data closely to avoid misleading metrics.

Don’t Rely Solely on Organic Rankings

Even if your brand ranks #1 organically, competitor bidding on branded terms can reduce your visibility. According to Semrush, the top organic position captures only about 22% of clicks for branded search terms.

To maintain control over your brand’s message and maximize visibility, it’s important to combine paid and organic search strategies.

How to Exclude Branded Terms From PMax Campaigns

Including branded terms in PMax campaigns can lead to inflated metrics and wasted budgets. Since branded clicks typically convert at higher rates, they can make a campaign appear more successful than it truly is.

To exclude branded terms effectively:

• Use the brand exclusion tool in PMax settings.
• Regularly manage negative keyword lists.
• Create dedicated standard search or shopping campaigns for branded traffic.

This approach ensures PMax focuses on acquiring new customers through generic searches while branded clicks are managed cost-effectively.

Automating Negative Keyword Exclusions

Manually reviewing search term reports can be time-consuming. A script developed by Google Ads Specialist Teodor Yordanov automates this process.

The script runs daily, checks the previous day’s search terms, and adds irrelevant keywords to a negative keyword list. This ensures branded campaigns remain focused on brand-specific searches, saving time and improving efficiency.

Protecting Your Brand From Competitors

With increasing competition, proactive brand protection is essential. Here are some steps to safeguard your branded search campaigns:

• Regularly check the Auction Insights tab to see which competitors are bidding on your brand terms.
• Use tools like Semrush or SpyFu to analyze competitor strategies and uncover new keyword opportunities.
• If competitors are bidding on your brand terms, consider reaching out directly. In cases of intentional targeting, you may need to escalate to trademark complaints or legal action.

Optimizing Branded Search Campaigns for Better Results

To get the most out of your branded search campaigns, consider these strategies:

• Write compelling ad copy: use your brand name in the first headline and emphasize key selling points and promotions in the description.

• Utilize sitelink extensions: direct users to specific product pages or offers while increasing your SERP real estate.

• Set a high Target Impression Share: aim for the absolute top of the page with at least an 80-90% impression share target and CPC limits that match your non-branded campaigns.

For bidding strategies, consider using Target Impression Share and aiming for the absolute top of the page to maximize visibility.

Set your impression share target to at least 80-90% and align your CPC bid limit with the average CPC for non-brand campaigns.

Remember to consistently test different bidding strategies to find what aligns best with your specific business objectives.

Final Thoughts

Branded search campaigns require ongoing optimization to navigate rising costs and increased competition. By implementing these strategies, businesses can maximize efficiency, protect their budgets, and maintain strong visibility in search results.