PPC campaignKnowing that every keyword matters is vital when dealing with pay-per-click (PPC) advertising. The keywords you choose can affect how many people see and click on your ads. However, not all keywords are created equal. It’s like having a toolbox – you want to ensure you’re using the right tools for the job and not wasting space with ones you don’t need.

One area that often needs attention is irrelevant branded terms. These words might be related to your brand but don’t necessarily lead to profitable clicks. Like a leaky faucet wasting water, these terms can drain your advertising budget without providing value. Identifying and excluding these terms is crucial to making your PPC campaigns efficient and effective.

Here are some reasons why excluding these irrelevant branded terms is crucial.

What You Need to Know About Irrelevant Branded Terms

Irrelevant branded terms are words or phrases that are connected to your brand but don’t help in your PPC campaigns. They might seem related, but they don’t lead people to click on your ads or buy your products. These terms can confuse your audience or attract the wrong people.

Here are some examples:

  • Brand misspellings: People may misspell your brand name in search queries. These misspellings can become irrelevant branded terms if they don’t lead to profitable clicks.
  • Unrelated product names: If your brand sells different types of products, some product names might become irrelevant. For example, if you sell books and people are searching for your brand name followed by ‘shoes,’ that’s an irrelevant branded term.
  • Outdated products or services: If your brand no longer sells a particular product or service, any related search terms are irrelevant and should be excluded from your PPC campaigns.
  • Geographically irrelevant terms: If your brand doesn’t serve in a particular location, but your brand name is being searched with that location name, that’s an irrelevant branded term.

As you can see, there are many ways that branded terms can become irrelevant in your PPC campaigns. It’s essential to regularly review and update your negative keyword list to exclude these terms and ensure your ads are being shown to the right audience.

Now that you know more about irrelevant branded terms, we’ll discuss why removing them from your PPC campaign is vital.

Avoid Unnecessary Ad Spend

Irrelevant branded terms can result in non-converting clicks, an economic drain that yields no return on investment for your PPC campaigns. These terms attract users who are unlikely to convert, causing your ad spend to increase without yielding profitable outcomes. Every click on your PPC ad represents a portion of your advertising budget. With irrelevant branded terms, you are essentially paying for clicks that don’t generate revenue.

These non-converting clicks may negatively affect your ad’s click-through rate (CTR). This metric measures the number of people who see and click on your ad, a crucial factor in determining your Quality Score. A low CTR can lead to a lower Quality Score, resulting in higher costs for your PPC campaigns.

PPC campaign

Boosting Ad Relevance Score

One significant benefit of excluding unrelated branded terms is that it can help boost your ad relevance score. Google, the big player in the world of PPC, assigns a ‘relevance score’ to your ads. This score measures how well your ad matches what a person is looking for when they search.

Relevant ads can boost conversions. In fact, over 50% of people who click Google Ads make a purchase. Google aims to provide users with the most relevant and useful information possible. If your ad is irrelevant, it will likely be shown less, leading to fewer conversions.

By excluding irrelevant branded terms, you can improve your ad’s relevance score and increase the chances of showing up when someone searches for a related term.

Attract High-Quality Traffic

When you run a PPC campaign, you want to attract people who are truly interested in what you’re selling. Using relevant keywords is like setting up a signpost that points directly to your store. When people search for those terms, they see your ad, and because it’s related to what they want, they’re more likely to click on it and even make a purchase.

On the other hand, using irrelevant branded terms is like setting up that signpost in a different town. People may see it but won’t be interested in what you’re offering. This type of traffic isn’t helpful and can even drive up your costs without providing any return on investment.

By focusing on relevant terms and excluding irrelevant branded ones, you can attract high-quality traffic to your website and increase the chances of conversions.

Preventing Customer Confusion

When using PPC advertising, it’s important to keep things clear and simple for your customers. If your ad uses irrelevant branded terms, it can confuse your customers and make it harder to find what they’re searching for.

This confusion can lead to fewer clicks and fewer sales.

Let’s see how removing these terms can help prevent customer confusion:

  • Clearer Search Results: Without irrelevant branded terms, your ad will match better with what customers are searching for. This means they’ll find precisely what they want without getting confused by unrelated terms.
  • Better Brand Image: Customers will understand your brand better when your ads are clear and relevant. Irrelevant terms can make your brand seem disorganized or unprofessional.
  • More Relevant Clicks: Customers who understand your ads are more likely to click on them. They’re also more likely to buy your products because they found exactly what they were looking for.

Removing irrelevant branded terms allows you to prevent customer confusion and create a smoother, more effective experience for your customers.

Control Your Ad Impressions

Controlling who sees your ads is a significant part of running a successful PPC campaign. Excluding irrelevant branded terms gives you more control over your ad impressions. This means you can reach the most suitable audience and save money by not showing your ad to people who are unlikely to convert.

Nearly 70% of all PPC ad impressions come from mobile users. By choosing relevant keywords, you can target mobile device users who are more likely to be in the buying mindset. Excluding irrelevant branded terms means that your ad will only appear on searches with a higher chance of converting.

PPC campaign

Optimize Budget Usage with High-Performing Keywords

When creating a PPC campaign, you must spend your money wisely. Excluding irrelevant branded terms can save funds that would have otherwise been wasted on clicks that do not lead to conversions. These savings can then be used for high-performing keywords, helping you reach more potential customers and increase your return on investment.

Using relevant keywords also allows you to allocate your budget better. Instead of spreading it thinly across various terms, you can focus on those more likely to bring results. By optimizing your budget usage, you can see a better return on investment and make the most out of your paid search efforts.

Enhance User Experience

A big part of PPC (pay-per-click) advertising is ensuring your ads match what users search for. Users are more likely to interact with your brand when your ads align with search intent. This enhanced user experience increases the chances of conversions and creates a positive impression of your brand.

Here are some ways that relevant ad content can enhance user experience:

  • Relevant Information: Your ads provide users with the information they’re looking for by using relevant keywords. This makes it easier and more convenient for them to find what they need, leading to a better experience.
  • Clear and Concise: Using relevant terms makes your ad content clear and easy to understand. Users don’t have to sift through irrelevant information to find what they want, creating a better overall experience.
  • Aligns with Search Intent: When users see an ad that matches their search intent, it increases their chances of clicking on it. This alignment creates a smoother experience and helps users find what they want faster.

Enhancing user experience through relevant ad content can increase the chances of conversions and create a positive perception of your brand.

Lower Bounce Rate

A ‘bounce’ happens when someone visits your website and leaves without interacting further. If your website has a high bounce rate, it means that a lot of people are leaving your site quickly, and that’s not good. One way to lower your site’s bounce rate is to ensure your content matches what users search for. 

Using relevant keywords in your content makes users more likely to stay and explore your website, leading to a lower bounce rate. This also indicates that visitors find what they need on your site, making it more valuable.

Need Help With Your PPC Campaign?

It’s essential to regularly review and exclude irrelevant branded terms from your PPC campaigns. Instead of trying to do this work alone, you should allow our team to handle it for you.