How to Know if Branded Search Campaigns Are Right for You

There’s been plenty of online debate about whether branded search campaigns are worth it or not. Some thought leaders insist it’s a total waste, while others say it’s an absolute must. But haven’t we learned by now that there’s rarely a one-size-fits-all solution with marketing?

Spoiler alert: targeting branded keywords is always situational. This Verkeer blog sums it up perfectly: “Should I keep spending on branded search?” boils down to your specific data and circumstances. There’s no one-size-fits-all answer, and anyone who tells you ‘always do it’ or ‘never do it’ is oversimplifying.”

What is a branded search campaign?

A branded search campaign is a paid ad triggered when someone searches specifically for your brand. Think “Nike” or “Apple,” not just “best running shoes” or “smartphones for sale.” The big question is: should you bid on your own brand, or let your organic results do the work?

When These Campaigns Might Be a Waste

Not every campaign calls for targeting branded terms. So here are a few reasons why it could a waste for you.

• You Already Dominate the Search Results

  • Your owned assets (website, social profiles, and other channels) usually take up that space, so paid branded ads often add little value.”

• No Competitors Bidding on Your Brand

  • Some brands bid on competitors’ names to capture traffic, for example, Adidas on ‘Nike.’ If no one is bidding on your brand, ads to defend it may be unnecessary.

• Your Brand Name Gets Little or No Search Volume

  • If few people search for your brand, ads won’t get clicks. It’s not wasted money, but managing them can be a waste of time. Focus on building awareness first, then revisit.

When Branded Paid Search Make Sense

• Take Up More Search Real Estate

  • Adding a paid ad above your organic listing increases your visibility and pushes competitors further down or off the first page.(Only if budget allows, otherwise focus on higher-impact campaigns.)

• Promote Current Offers

  • Organic results update slowly and have limited messaging options. Branded ads let you instantly highlight promotions, seasonal sales, or new product launches.

• Improve Your Quality Score

  • Branded searches usually have high click-through rates (CTR), which can boost your Google Ads quality score and lower costs across all campaigns.

• Fuel Non-Branded Campaigns

  • Branded campaigns often convert better and cheaper, providing valuable conversion data that helps optimize other non-branded campaigns.

• Compete With Generic Brand Names

  • If your brand name is a common word (e.g., “Table.io” or “Orange”), branded ads ensure you appear first and prevent unrelated results from stealing attention.

Don’t Be Fooled by Easy Branded Search Wins

Branded paid search usually has high click-through rates (CTR) and low cost-per-click (CPC), making them look like an easy win in your marketing mix.

But don’t be fooled. High CTRs on branded terms don’t guarantee your overall marketing strategy is working well. If your non-branded campaigns struggle, it could mean problems with your messaging, product fit, or sales funnel that branded ads alone won’t fix.

The Bottom Line On Branded Search Campaigns

At the end of the day, branded search campaigns isn’t all-or-nothing. Sometimes it’s worth every penny, sometimes it’s not worth a dime—it all comes down to your data, your competition, and your goals.

Not sure if branded search campaigns make sense for you? I can help you craft a strategy that makes sense for your business. Check out my paid ad management services to get started.