How do you use branded and non-branded keywords together in Google Ads?

Using branded and non-branded keywords together in Google Ads can help create a well-rounded and effective advertising strategy. Here's how you can integrate both types of keywords to maximize your campaign's performance:

### 1. **Understanding Branded vs. Non-Branded Keywords**

- **Branded Keywords**: These include your company's name, product names, or any specific trademarked terms. For example, if your company is "Acme Shoes," branded keywords might be "Acme Shoes," "Acme Sneakers," or "Acme Shoes sale."

- **Non-Branded Keywords**: These are more generic terms that relate to your products or services but do not include your brand name. Examples could be "running shoes," "best sneakers," or "affordable athletic footwear."

### 2. **Campaign Structure**

- **Separate Campaigns**: Consider creating separate campaigns for branded and non-branded keywords. This allows you to manage budgets, bidding strategies, and ad copy specifically tailored for each type of keyword.

- **Ad Groups**: Within each campaign, set up ad groups that focus on specific themes. For example, in the branded campaign, you might have ad groups for "Acme Shoes New Arrivals" and "Acme Shoes Sale." In the non-branded campaign, you could have ad groups for "Running Shoes" and "Sneakers for Women."

### 3. **Budget Allocation**

- **Branded Keywords**: These usually have higher conversion rates and lower cost-per-click (CPC) because users are already familiar with your brand. Allocate a smaller budget but monitor performance closely.

- **Non-Branded Keywords**: Allocate a larger portion of your budget here since these keywords have a broader reach and can drive new traffic to your site. Be prepared for higher CPC and adjust bids based on performance.

### 4. **Bidding Strategies**

- **Branded Keywords**: Use a lower bid strategy as these keywords are less competitive and tend to be more cost-effective. You might also use a Target CPA (Cost Per Acquisition) or ROAS (Return on Ad Spend) bidding strategy to focus on conversions.

- **Non-Branded Keywords**: Employ a more aggressive bidding strategy to capture new leads. Use strategies like Enhanced CPC or Maximize Clicks to increase visibility and attract potential customers who may not be familiar with your brand.

### 5. **Ad Copy and Landing Pages**

- **Branded Keywords**: Customize ad copy to include your brand name and any specific promotions or unique selling points related to your brand. Ensure the landing pages are relevant to the branded queries.

- **Non-Branded Keywords**: Focus on the benefits and features of your products or services. Highlight how you address the customer's needs or problems. Landing pages should be optimized for conversions related to the generic search terms.

### 6. **Negative Keywords**

- **Non-Branded Campaigns**: Use branded terms as negative keywords to prevent your ads from showing up for searches that include your brand name. This helps in avoiding overlap and ensuring that your budget for non-branded keywords is used efficiently.

- **Branded Campaigns**: Set negative keywords for non-branded terms if they don't match your brand's specific focus to keep your branded ads targeted.

### 7. **Performance Tracking and Optimization**

- **Monitor Performance**: Regularly review the performance of both branded and non-branded keywords. Look at metrics such as click-through rate (CTR), conversion rate, and return on ad spend (ROAS).

- **Optimize**: Adjust bids, budgets, and ad copy based on performance data. For instance, if a non-branded keyword is performing exceptionally well, consider increasing its budget or bid to capture more traffic.

### 8. **Cross-Referencing Data**

- **Insights**: Use insights from branded campaigns to inform your non-branded strategy and vice versa. For example, if certain non-branded terms are performing well, you might find opportunities to create branded terms around those keywords or optimize your branded content.

By strategically using branded and non-branded keywords together, you can effectively balance your efforts between maintaining your brand's presence and attracting new customers. Always analyze and refine your approach based on the data to continuously improve your ad performance.