How much of your Google Ads budget goes to your own brand name? Most DTC marketing teams cannot answer that, and the brands defending an ambiguous brand term are paying for customer acquisition they already had. Wildflower Cases is spending the large majority of roughly $3,500 a month on the single term "wildflower," according to SEMrush.
Pilothouse Senior Google Media Buyer Zav audits that account with Eric Dyck on the DTC Podcast. Brand clicks at twelve to fifteen cents, a 21,000 subscriber YouTube library with no connection to the ad account, and a word that belongs to Tom Petty, Billie Eilish, a 2022 film and every florist in the country. You walk away knowing your own brand versus generic split and what to move the money into.
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WHAT YOU WILL SOLVE
- Your brand keyword is cheap and converts well, so you cannot tell if it is working. Zav explains the account math that makes a brand campaign look like your best performer.
- You do not know your brand versus generic split. There is a ten minute check in the search terms report, and a percentage to keep it under.
- Your budget is fixed and nobody will raise it. Zav reallocates $3,500 a month on air with no increase.
- Your ROAS will fall when you cut brand spend and somebody will ask why. He gives you that answer before you need it.
- Your collab partners drive search demand you are not bidding on. Charli XCX and Slushy Noobz fans are already looking.
- Your generic ads all land on the homepage. Specific query, specific collection page.
- You have a YouTube library doing nothing for paid. Performance Max and Demand Gen take those videos as they are.
ABOUT ZAV
Zav is a Senior Google Media Buyer at Pilothouse, the performance marketing team behind DTC, where he runs paid search and shopping for ecommerce brands. He wrote the Wildflower Cases search breakdown for the DTC Newsletter. If you want his team to look at your account, go to https://pilothouse.co and ask for Zav.
STAY CONNECTED
DTC Newsletter, daily ecommerce marketing and ecommerce growth tactics: https://directtoconsumer.co
YouTube: https://youtube.com/@dtcnewsletter
LinkedIn: https://linkedin.com/company/directtoconsumer
https://directtoconsumer.typeform.com/DTC-Brand?utm_source=podcast-647&utm_medium=podcast
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