Understand the trends and patterns of Brand Marketing.
Set up a Google Search Console account to facilitate branded search.
GSC provides reports about mobile site performance, rich search results, high-traffic queries, and referring domains.
- Log in to your Google business account.
- Go to GSC and Click Add Property > Website > Continue.
- Verify your website through any of these options: HTML file upload, domain name provider, HTML tag, GA tracking code, or GTM container snippet.
- Add http:// and https:// as separate if your site supports both, and add each domain name. For example, blog.example.com and www.example.com. Select the domain you prefer to avoid GSC treating each domain as different.
- Use GSC to find your performance report and identify your ratio of branded research. Make the search process easier by filtering your brand name and names that people commonly misspell.
Set up a filter for your brand name. Navigate to + New > New Query > Queries Containing.
Do not filter by Queries Exactly as it will not capture misspellings.
Use GSC API to connect query data and page data to create a performance report that leverages a larger data set.
Set up your GSC API:
- Log in to your GSC account. Go to developers.google.com/ and navigate to Home > Products > Search Console APIs > Search Console API
- Enter the URL of the appropriate GSC account
- Set startDate and endDate in YYYY-MM-DD format.
- Set a dimension, which can be a query, page, device, or location.
- Set a row limit which can be up to 5000 with the GSC API.
Use GSC API to pull down the report that contains branded searches that include products proprietary to your brand. GSC API gives more functions and control. GSC reports create clear visibility on the total number of branded clicks and impressions your site receives.
Review your branded search terms in Google Search Console to see all the keywords containing your brand name or variations.
For example, Apple would be interested in searching terms that contain the words iPhone, iPhone device, or iPhone smartphone.
Review the same keywords in Google Ads to compare the metrics between various platforms for a better keywords universe. Test keyword variations when running multiple keywords on different platforms, such as search engines and social media.
Find metrics that align with your brand and proprietary products. Which metrics are the most important? Which one can you ignore? Which one gives a clear comparison of your keywords across platforms?
- Export the Google Ads performance report to your SEO tool for accurate comparison. To export Google Ads data, go to your account and navigate to Campaigns > Download, and then select a file format from the drop-down menu.
- Integrate Google Ads widgets into your PPC reports to gain insights into keywords performance.
Keyword metrics include:
- CTR (%).
- Financial metrics like cost, CPC, and conversions.
Group keywords in Google Ads to create tighter, better, and relevant keywords to raise your Google Ads Quality Score and lower your cost per click.
Analyze clicks and impressions together in your GSC to monitor their performance over time. Place your ads in front of the target audience by leveraging specific and branded search terms.
Improve the quality of clicks to lower your CPC rates. Optimize keyword search by using branded keywords, targeting customers within your sitemap, and making Google Ad Groups.
Optimize your keywords for higher SERPs to improve your brand’s keyword rankings and create better impressions. Keywords that display on the first page have better impressions.
Use Google Ads automated bidding to maximize brand data performance by setting campaign goals based on your brand’s search terms. Choose a bid strategy that groups multiple campaigns, ad groups, and keywords for higher performance.
Make use of your past data to predict performance and inform future bids. Go to manual bidding whenever you want to capture trends, media coverage, weather, or flash sales. Employ Smart Bidding to maximize conversion results by tracking and analyzing data signals from every search and click. Google Ads will increase or decrease ads depending on the probability of a lead to convert.
Identify key measures to track as part of your brand data tracking strategy. Track data for metrics defining identity, perception, and market position of your brand.
Use enhanced cost per click (ECPC) and target return on ad spend (ROAS) to chase data metrics that matter to your brand. Make your average CPC and actual CPC as low as possible, without losing conversion volume or quality.
Assign a value to conversions by ensuring you’re dealing with clicks with a high ROAS. Optimize for campaigns with low spend but high conversions.
Optimize campaigns by finding and eliminating keywords with high spend and no conversions. Identify search terms that lead to conversions. Include branded search terms to increase brand visibility.
Identify negative keywords by either searching manually on Google, using Google suggest options, or using tools like Google Keyword Planner. Improve brand data performance by ensuring that your ad doesn’t show for particular keywords.