#paid-media
Thread
Any google ppc wizz’s on here? I’m working on a brand and for some reason their brand search spend from 2023 - 24 for March had increased by 1400% - no ideas why the agency have done this but keen to speak to anyone that can lend an ear.
Hey Adison,
Drop me a line. I bet we can solve it together in 5 minutes.
The agency did that to increase ROAS and thereby the amount they get credited.
Branded is mostly a defensive move, so unless competitors were bidding on their name then there’s unlikely a good reason.
I can weigh in if you haven't figured it out yet. I've got a ton of Search experience, including working at Google, then Search agency & contracting work on PPC.
For a start, I'll respectully counter Peter's point, because ROI/ROAS decreases with higher spend, basically as a rule.
Branded will outperform any other Google campaign type typically (conv/cost) thererby brining blended ROAS up.
The question is always was it incremental revenue or would organic placements been enough @Ryan Meech
Aha, @Peter Quadrel, sorry, I think I mis-read "brand". When it comes to branded keywords, I've increased spending on those by a zillion percent for a bunch of different reasons. Often strategic, not just about making the metrics look good. If unconstrained, branded terms can serve as a measure of brand awareness, particularly if I'm running seperate campaigns for different markets.
Sometimes, it takes me months or years to talk a client into that, but when I do, the branded keyword spend is often so small that opening the floodgates makes it go from $100/month to $5K/month. Especially in tricky cases where the brand name resembles regular words.
Now remembering, I had a situation once where a client was being harrassed on their branded keywords by a competitor, and at client instruction spent a TON of money keeping that competitor out of circulation. Including running campaigns for satellite sites, so it pushed them what used to be "below the fold". That debacle cost like $50K/month, but had no rational basis to an outside observer.
@Zachary Cannon?