No Search keyword bids on the brand

A brand campaign is cheap because the ad is exactly what the person searched for. The reason to run one is not to capture people who would have arrived anyway.

It is that the alternative is a competitor's ad above yours, on a search where somebody had already chosen you. The click you did not buy may be bought by them.

It uses the brand words you confirmed or, until you do, the words of your domain name. They are matched as written, so a misspelt brand search is not counted as brand.

Checks that weigh money or clicks judge what they find on your own account's numbers, not on one figure applied to every account, so what counts as a problem on a small account is not the same on a large one. Checks on settings read how the account is set up.

When there is too little to go on, the check says so instead of guessing. A finding always comes with the rows behind it, so you can read the evidence before you decide.

1. Search your own brand name on Google, on a phone and a computer, and see whose ads appear.
2. In Google Ads, open Search keywords and search for your brand words.
3. If no keyword contains them, nothing bids on your name.
4. Open Auction insights on a related campaign to see which competitors appear on your searches.

Create a small Search campaign with your brand name in exact and phrase match, ads that use the name, and sitelinks to your main pages. Keep it apart from other campaigns so its numbers do not flatter theirs.

Exclude your brand from other campaigns' targeting where needed, so the brand campaign takes those searches.

• Auction insights
• Brand campaign
• Target impression share

The checks next to this one in Auction insights, each with its own page.

• Competitors you named, that nothing bids on
• How much of the budget buys the account's own name
• Lost impression share that is worth buying
• Quality Score on the non-brand side
• Quality Score parts below average on the keywords that spend