Should You Run Branded Search Campaigns on SEM?
One of the most common questions businesses ask is whether they should spend money on branded search campaigns in SEM platforms like Google Ads or Microsoft Ads. At first glance, it might seem unnecessary to bid on your own name. If someone types your brand into Google, shouldn’t your website already appear at the top?
The truth is, branded search campaigns are not always necessary. However, in the right circumstances, they are absolutely critical.
When Branded Search Makes Sense
You only need to run branded search campaigns if competitors are bidding on your branded keywords.
For example, if your business is called “ABC Fitness” and someone searches for “ABC Fitness gym membership,” the only result that should appear at the very top is your business. If you check the Auction Insights report inside Google Ads or Microsoft Ads and see competitor domains listed alongside yours, that means other businesses are actively trying to capture your branded traffic.
That is a clear signal you need a branded search campaign.
Why Competitors Bid on Your Branded Keywords
When competitors bid on your brand name, they are attempting to:
Steal clicks from people who were already looking for you
Redirect customers by offering alternatives at the decision-making stage
Reduce your control of brand presence on search results
If someone is searching for you directly, they are already a warm lead. Letting a competitor’s ad appear above yours risks losing a customer who was ready to convert.
The Right Way to Run Branded Search Campaigns
If you decide to run branded campaigns, keep these points in mind:
Check your impression share
You should aim to keep your branded search impression share above 80 percent. This ensures you dominate the search results when someone types your brand.Do the bare minimum at first
Branded keywords are your own, so naturally your ads will stay on top. Do not overspend. Set enough budget to defend your brand presence.Monitor competitor impression share
If you notice their share slowly increasing in Auction Insights, that is the time to increase your branded keyword budget to push them back down.Defend your brand presence
Think of branded campaigns as digital brand protection. Your goal is not massive scale. It is making sure no one else intercepts customers already searching for you.
When Branded Search Is Not Necessary
If your Auction Insights show that you are the only business bidding on your brand, you do not need to waste money running branded search campaigns. Organic results should cover that traffic.
Instead, use your budget to grow awareness through generic search terms or capture competitor intent with competitor campaigns.
Final Thoughts
So, should you run branded search campaigns on SEM platforms like Google Ads or Microsoft Ads?
Yes, if competitors are bidding on your branded keywords
No, if you are the only business showing up in Auction Insights
When you do run branded campaigns, keep them lean and defensive. Spend just enough to ensure your brand remains dominant in search results. If you see competitors increasing their impression share, scale up your spend to protect your position.
At the end of the day, branded search is about protecting your digital real estate. It is not about growth. It is about making sure customers who were already looking for you do not end up with someone else.
