How do you handle bidding strategies differently for brand keywords versus non-brand keywords?

Great question—and an important one. Brand vs. non-brand keywords behave very differently and should absolutely have distinct bidding strategies. Here's how to approach each:

✅ Brand Keywords
These are searches that include your company or product name (e.g., "Nike running shoes").

Objectives:
Defend your brand space

Maximize efficiency (usually very high CTR, low CPC, high CVR)

Control messaging and experience

Prevent competitors from poaching traffic

Bidding Strategy:
Manual or Enhanced CPC (if volume is low and consistent)

Target Impression Share (e.g., 90%+ top of page or absolute top)—ensures dominance on branded SERPs

Lower CPC caps (since the traffic is high intent and cheaper)

Segmentation by device or match type (brand + exact often performs best)

Tips:
Monitor closely for cannibalization with organic listings (but don't stop bidding—studies show incremental value)

Use branded campaigns to test landing pages or promos efficiently

✅ Non-Brand Keywords
These are generic or competitor-related (e.g., "best running shoes" or "Adidas sneakers").

Objectives:
Acquire new customers

Expand market reach

Drive growth at scale

Bidding Strategy:
Target CPA or Target ROAS (let the algorithm optimize for conversions or value)

Maximize Conversions (if you're not constrained by budget and want to scale)

Granular segmentation by match type, intent, or funnel stage

Aggressive A/B testing with creative, landing pages, and audience overlays

Tips:
Use audience layering (remarketing, in-market, custom segments) to improve performance

Monitor search term reports to find negative keywords and tighten match types

Expect higher CPCs and lower conversion rates—optimize for LTV if possible

🔄 Brand vs. Non-Brand Bidding Summary

Aspect   Brand Keywords   Non-Brand Keywords
Intent   High – navigational/transactional   Mid/Low – informational/discovery
CPCs   Low   High
Conversion Rate   Very High   Lower
Bid Strategy   Manual CPC / Target Impression Share   Target CPA / Target ROAS / Max Conversions
Goal   Defend brand, convert efficiently   Scale, acquire, educate
Messaging   Branded terms, promos, urgency   Value props, USPs, comparisons