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Hello and welcome to the DTC Podcast! Today, we have Dougie from Pilothouse, our Google Team Lead, to dive into a topic that's crucial for optimizing your Google Ads strategy: branded search. We'll uncover the do's and don'ts of managing branded search campaigns to maximize incrementality and ROI.

Key Takeaways:

Incrementality Analysis: Learn how to determine the true value of branded search traffic.
Segmentation Strategies: Discover why and how to segment branded search from non-branded search campaigns.
Competitor Insights: Understand when and how to bid on competitor brand terms effectively.

This episode is packed with tactical insights to refine your Google Ads strategy and make the most of your branded search spend. Don't miss Dougie's expert advice on Google Ads.

Timestamps:

00:00 - Introduction and Overview

02:00 - Importance of Separate Targets for Branded Shopping and Branded Search

04:30 - Understanding Incrementality in Branded Traffic

06:45 - Segmenting Branded Traffic and Optimizing CPC

09:00 - Handling Competitor Bidding on Branded Terms

11:30 - The Role of Ad Copy and Landing Pages in Branded Campaigns

14:00 - Balancing Brand Spend and Non-Brand Spend

18:30 - Case Studies and Real-World Examples

21:00 - The Impact of Competitor Bidding and Manual vs. Automated Bidding

23:30 - Closing Thoughts and Hockey Discussion

Hashtags:

#BrandBidding #DigitalMarketing #GoogleAds #BrandedSearch #Pilothouse #AllKillerNoFiller #DTCpodcast #MarketingTips #ROAS #Ecommerce #InfluencerMarketing #SEO #MarketingStrategy #HockeyTalk

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