Brands & Brand Protection in Google Ads

Brand protection in the sense that we use it and the old style of Google Ads Brand Protection are a little different. So, first lets look at Google's old and no longer existent version of brand protection.

According to Multiconversion the old style of Brand Protection according to Google meant:

"Having your brand protected in Google Ads meant having a series of privileges. Only the brand owner could use this in the text of the search ads. However, anyone could use it in the ad’s Visible URL or as a search keyword.

The fact of being able to include the keyword in the ad text allowed advertisers who had their brand protected to obtain a quality high level in their ads, which translated into a reduced CPC and a higher CTR."

For Circle Social's purposes, brand protection is the act of us protecting the clients brand when it comes to ads. Nowadays, some companies will target keywords related to their competitors names so that when someone searches our client's direct brand name then they will see an ad for their competitor instead. Some clients like to combat this by having us run our own version of a brand protection campaign.

The videos below outlines this pretty clearly and speaks to how we best use them.

Branded Campaigns & Brand Protection