Should you exclude Brand Keywords from your Dynamic Search Ads?

google ads keywords targeting Jun 14, 2024
a screenshot of the dynamic ad group setup page in google ads, with a man looking confused

By: Jyll Saskin Gales, Google Ads Coach

A question I often get asked is, "Should I exclude brand keywords from my Dynamic ad group?" and the answer isn't always clear. In this blog post, I'll break down why excluding brand keywords from your Dynamic Search Ads can actually help your business grow, even if it means an increase in cost per conversion.


The trade-off between reach and efficiency

Let's face it: non-brand clicks will generally cost more than brand clicks, and they'll likely convert at a lower rate. So, yes, excluding brand keywords from your dynamic ad groups will likely result in a higher cost-per-acquisition (CPA). But here's the kicker: if you only advertise on your brand terms, you're not going to grow.

Think of it like fishing. If you keep casting your line in the same tiny pond, you'll only catch the same few fish. To reel in bigger catches, you need to venture into larger waters, even if it means using different bait and techniques.


Why Reach Matters More Than Efficiency with DSA

It's easy to get fixated on lowering your CPA or increasing your return on ad spend (ROAS). But focusing solely on these metrics can be shortsighted. Remember, your goal is to grow your business, and that means reaching new customers who may not be familiar with your brand.


By excluding brand keywords from your Dynamic ad group, you're essentially telling Google to show your ads to people who are searching for products or services related to your business, but who may not have heard of you before. This allows you to expand your reach and tap into a larger pool of potential customers.


Finding the Sweet Spot: Profitability vs. Growth

So, how do you know if the trade-off is worth it for your business? It all boils down to profitability. While a higher CPA might seem daunting, the increase in overall revenue from reaching a wider audience could more than make up for it.


It's important to analyze your data and determine if the additional revenue generated from non-brand clicks outweighs the higher cost. If it does, then excluding brand keywords from your Dynamic ad group could be a smart move for your business's long-term growth.


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