You're Probably Overpaying in Google Ads Without Realizing It
For many campaigns, the smart bidding strategies (Target ROAS/Target CPA) can work well to help control costs and achieve your goals.
Branded search is your opportunity where you can use manual CPC bidding and shine.
I have seen multiple cases where switching from automated bidding to a manual CPC bidding method on branded search has reduced cost per clicks by over 30% and had very similar conversion volume (if not more).
The best part? The CAC/ROAS is improved and you save dollars on branded search.
Why does this happen?
The automated strategies are focused on ensuring you receive the conversion, but not focused on if a lower bid would accomplish the same result. These strategies allow for bidding up on users with high purchase intent, which in theory can be great, but when it comes to branded, many times, you will end up overpaying for each click.
If your branded CPCs are creeping up or ROAS is plateauing, this is a simple lever worth testing via an experiment in Google Ads.
That said, this isn’t always the right move. Some times when this may not work as well are listed below:
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Your brand name is similar to non-brand searches
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If your name is something like Dog Treats Online - this is a common search for many brands to bid on and users to search
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You have a less strict campaign structure
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If nonbrand and branded are mixed, this will not work as bidding on nonbrand on manual cpc requires a much different approach and Google will focus on just click volume.
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You allow PMAX on branded queries
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This can shift a lot of that branded search traffic over to PMAX where you will still overpay.
Have you given this a try in your account?
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Kimberly Wright is a seasoned Paid Search Expert and PPC Manager at Big Pecan PPC, where she leads with a sharp strategic mindset and a results-first approach. With years of experience in developing and executing high-impact pay-per-click (PPC) campaigns, Kimberly has become a trusted name in the digital advertising space.
Her career in search engine marketing (SEM) was sparked by a passion for connecting brands with the right audiences at the right moment. Since then, she has honed her craft in bid management, retargeting, and campaign optimization, consistently delivering measurable success across a wide range of industries.
At Big Pecan PPC, Kimberly is known for her data-driven strategies, keen eye for campaign analytics, and her ability to turn insights into action. She blends creativity with precision, crafting compelling ad experiences while ensuring every click counts.
A firm believer in staying ahead of the curve, Kimberly is constantly adapting her techniques to meet the evolving demands of the digital landscape. Her commitment to innovation and excellence translates into one thing for her clients: exceptional ROI and long-term growth.
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