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Brand Campaigns

You can find this section under PPC & SEO > Brand Campaigns in the IRP Admin left navigation menu.

Brand campaigns are set up to be focused primarily on the Brands and Products listed on your IRP. Brand campaigns allow you to create a structure that has each Brand represented individually at the Ad Group level.

Each Brand and the Product it includes can have a number of keywords produced in various formats as listed below, depending on what individual Brand settings you have within each Campaign, as well as the separate top-level Brand PPC Settings that have been added:

  • Brand Name
  • Brand Name Category Names
  • Brand Name Model Names
  • Brand Name Custom Keywords
  • Brand Name Part Codes
  • Brand Name EANs
  • Brand Name UPCs

Some of the Brand keyword variations will allow for the selection of one or more keyword match types to be included (Broad, Broad Modifier, Phrase and Exact).

The main overview page will provide a breakdown of all Brand Campaigns you have created within the IRP along with information relating to the number of active, paused, excluded and new Brand Ad Groups within each specific campaign. If IRP sales tracking is implemented and attached to the Campaign, a partner ID will also be displayed.

Each of the Brand Campaign upload files in a format required for the AdWords Editor is generated from this area including:

  • Keyword Upload Files
  • Ad Group Upload Files
  • Negative Keyword Upload Files

For more information, see the How To topics below.

How To Guides (5)

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How To Add or Update a Brand Campaign

Go to the Brand Campaigns overview page and click on either the ‘Add New Brand Campaign’ link or the ‘Edit Campaign’ link associated with one of the campaigns. If you are adding a new campaign you will be required to give the campaign a name. There is also the ability to copy across all the settings you currently have for an existing campaign if you wish. This can save time if you are simply recreating a similar campaign but maybe localising it to a specific country or region for example.

If you are not copying an existing campaign hitting ‘Add Campaign’ at this point will create a campaign with all the default settings. You can change all settings as you move forward.

Each Brand will be listed on screen (Active and Inactive) and will represent an Ad Group when uploaded to your Adwords account. A message displaying ‘New’ will display alongside the brands active status if it is not currently included in the campaign. All settings are explained below.

It is worth noting at this point that if you wish to update the settings for an individual brand across multiple campaigns at once we recommend you use the ‘Brand Ad Group Update’ page which can be accessed from the Brand Campaigns homepage, and from both the Brands PPC section and within an actual campaign by clicking on the brand name.

Individual Brand Settings (held within a brand campaign)

SettingDescription
Ad Group Name This will be the name of your ad group for the brand. This will default to the actual brand name but gives you the opportunity to name it as you wish. This is the ad group name that will be included within all upload files that run through the Adwords Editor. If you change an ad group name you must change it both in the IRP campaigns and the Google Adwords account before upload.
Brand Active This will display True or False depending on whether the brand is currently active on the site or not. There is a filter on the page that allows you to select all active brands, all inactive brands or both to be displayed on screen.
Count The number of models currently active within the brand. The default order of the brands will be by model count but this can be changed to be alphabetical.
Use PPC Keywords Each brand can have separate general brand keywords that are stored against the brand under the Brands PPC section. You can select if you wish to include these more general keywords or not depending on where the campaign is targeting. They are appended after the brand name(s) when including them in the keyword file.
Use Categories Each category can have separate category keywords and variations stored against it under the Category PPC section. For those that are related to brands they are held under PPC Keywords Brand Only. You can select if you wish to include these more category variations or not depending on where the campaign is targeting. They are appended after the brand name(s) when including them in the keyword file. Note: All brand category combinations will depend on the campaign setting ‘Brand Category Model Limit’.
Brand Category URL If Brand Category combinations are included for the Brand you can specify whether you wish those keywords to direct traffic to the actual brand category URL if it has a lot of models but may decide for low model brands to send them through to the Brand page or wherever you have the text adverts for the brand ad group targeting. This provides the opportunity to test various types of landing page.
Search URL The Search URL relates to the brand model keywords and allows you to decide if you wish these keywords to run through the Search page on the site and specify this as their landing page in the keyword upload file. It is important that the model PPC keyword names and variations will allow for results to come back. This should be the case unless you have changed model names.
Model Min This relates to the brand model keywords and allows you to set the model word at which the keywords will begin to be included. If you specify 1 and the model contains three words in its name or PPC variations the following will be included
- Brand Names 1st Model Name Word Brand Names 1st 2nd Model Name Words Brand Names 1st 2nd 3rd Model Name Words
- If you specify 2 as model min then the first keyword above will not be included. This helps you control any possible generic brand keywords that may unwilling be included in your campaigns.
- This setting is a default for all models within the brand but each model contains its own model min setting which you can set within the Models PPC section.
Model Max This relates to the brand model keywords and allows you to set the model word at which the keywords will stop being included. If you specify 3 and the model contains five words in its name or PPC variations the following will be included: - Brand Names 1st Model Name Word Brand Names 1st 2nd Model Name Words Brand Names 1st 2nd 3rd Model Name Words
- The fourth and fifth keywords will be ignored. This can be used if the keywords that will be generated are likely unnecessary, may result in a ‘low search volume’ flagged keyword or may cause your ad group to go over its limits.
- This setting is a default for all models within the brand but each model contains its own model max setting which you can set within the Models PPC section.
Use UPI This setting allows you to set a separate ad group that will hold the brand European article number, brand manufacturer part code and brand universal product code keywords if you have selected to include them and they exist within the IRPs stock items. It may be necessary to have a separate ad group to hold these keywords if they will cause the brand ad group to exceed its keywords limits. It will be named as follows, PPC Ad Group Name – UPI. Otherwise, these keywords will be included within the normal brand ad group.
EAN This setting if selected will include all existing European article numbers (EAN Numbers) for stock items of the models that relate to the brand. They will be included in a ‘brand ean’ number format and will be entered as a Broad Modified keyword.
MPC This setting if selected will include all existing manufacturer part code numbers (MPC Numbers) for stock items of the models that relate to the brand. They will be included in a ‘brand mpc’ format and will be entered as a Broad Modified keyword.
UPC This setting if selected will include all existing universal product codes (UPC) numbers for stock items of the models that relate to the brand. They will be included in a ‘brand upc’ number format and will be entered as a Broad Modified keyword.
Broad This relates to the brand name itself and if you wish to include this in your ad groups. This would represent a very open keyword to include and is only recommended if you are in a confident position in respect to the brand. Brand Negatives may also be important in this case. If selected this will include keywords held within the PPC Alias of the brand in the Brands PPC section as a broad keyword type.
Broad Plus This relates to the brand name itself and if you wish to include this in your ad groups. This would represent a very open keyword to include and is only recommended if you are in a confident position in respect to the brand. Brand Negatives may also be important in this case. If selected this will include keywords held within the PPC Alias of the brand in the Brands PPC section as a broad modifier keyword type.
Phrase This relates to the brand name itself and if you wish to include this in your ad groups. This would represent a very open keyword to include and is only recommended if you are in a confident position in respect to the brand. Brand Negatives may also be important in this case. If selected this will include keywords held within the PPC Alias of the brand in the Brands PPC section as a phrase keyword type.
Exact This relates to the brand name itself and if you wish to include this in your ad groups. This would represent a very open keyword to include and is only recommended if you are in a confident position in respect to the brand. Brand Negatives may also be important in this case. If selected this will include keywords held within the PPC Alias of the brand in the Brands PPC section as an exact keyword type.
PPC Excluded If you wish for a brand not to be include in any uploads select this option. For inactive brands this option can be used to prevent the ad group being created when running through an upload.
PPC Status You can select whether you wish the brand ad group to be Active, Paused or Deleted. This will be included and / or updated as long as you do not have PPC Excluded selected.

Overall Brand Campaign Settings

SettingDescription
Model Status A campaign level setting that will determine which models and stock items are included in keyword generation. There are three options to choose from:
- All Models In Stock Or On Order In Stock Only
- For both the ‘In Stock Or On Order’ and ‘In Stock Only’ options at least one item of stock must fulfil these criteria if the model is to be included in your keyword files.
- Models can be excluded individually through the Models PPC section if required.
Model Keywords Minimum This setting is stored at the overall campaign level and is the default number that is applied to all brand ad groups when they are new to both your IRP and a brand campaign.
This relates to the brand model keywords and allows you to set the model word at which the keywords will begin to be included. If you specify 1 and the model contains three words in its name or PPC variations the following will be included:
- Brand Names 1st Model Name Word Brand Names 1st 2nd Model Name Words Brand Names 1st 2nd 3rd Model Name Words
- If you specify 2 as model min then the fist keyword above will not be included. This helps you control any possible generic brand keywords that may unwilling be included in your campaigns.
Model Keywords Maximum This setting is stored at the overall campaign level and is the default number that is applied to all brand ad groups when they are new to both your IRP and a brand campaign.
This relates to the brand model keywords and allows you to set the model word at which the keywords will stop being included. If you specify 3 and the model contains five words in its name or PPC variations the following will be included:
- Brand Names 1st Model Name Word Brand Names 1st 2nd Model Name Words Brand Names 1st 2nd 3rd Model Name Words
- The fourth and fifth keywords will be ignored. This can be used if the keywords that will be generated are likely unnecessary, may result in a ‘low search volume’ flagged keyword or may cause your ad group to go over its limits.
- This setting is a default for all models within the brand but each model contains its own model max setting which you can set within the Models PPC section.
Brand Category Model Limit Allows you to set at the campaign level the number of active models required to exist within a brand category combination for the keywords to be included.
Include Model Broad Set at the campaign level this allows you to select if you wish your brand model keywords to be included as a ‘Broad’ keyword type.
Include Model Broad Plus Set at the campaign level this allows you to select if you wish your brand model keywords to be included as a ‘Broad Modifier’ keyword type.
Include Model Exact Set at the campaign level this allows you to select if you wish your brand model keywords to be included as an ‘Exact’ keyword type.
Include Model Phrase Set at the campaign level this allows you to select if you wish your brand model keywords to be included as a ‘Phrase’ keyword type.
Use English (and other) For the Brand Category keywords you can select which language variations you wish to include for the campaign. This will be based on the values you have entered for the language within the Category PPC section.  
Include Broad Set at the campaign level this allows you to select if you wish your brand category keywords to be included as a ‘Broad’ keyword type.
Include Broad Plus Set at the campaign level this allows you to select if you wish your brand category keywords to be included as a ‘Broad Modifier’ keyword type.
Include Exact Set at the campaign level this allows you to select if you wish your brand category keywords to be included as an ‘Exact’ keyword type.
Include Phrase Set at the campaign level this allows you to select if you wish your brand category keywords to be included as a ‘Phrase’ keyword type.
Use Set Property To Be Removed
Shipping Country To Be Removed
Currency To Be Removed
Partner (Sales Tracking) If you wish to include Sales Tracking you will need to set up a Traffic Partner within the Sales Tracking section. Once this is completed you can select your chosen option from the dropdown. This will append your sales tracking reference to the destination url of all keywords and text adverts. This sales tracking reference will appear on your Orders and Order Sheets.
It is advised that you use Google Conversion Tracking when analysing overall sales performance and return on investment as there is no potential for their figures to be overridden by another partner type.
Run Brand Name Keywords Campaign File Setting. Select if you wish to include any brand name keywords within your keyword upload files.
Run Brand Model Keywords Campaign File Setting. Select if you wish to include any brand model keywords within your keyword upload files.
Run Brand Category Keywords Campaign File Setting. Select if you wish to include any brand category keywords within your keyword upload files.
Run Brand General Keywords Campaign File Setting. Select if you wish to include any brand general ppc keywords within your keyword upload files.
Use Title Case A Bing Ads Setting. This is an override that can be set for any campaigns you may wish to create for the purpose of importing from Google Adwords to Bing Ads. This relates specifically to Text Adverts. It will make sure that the text displayed within any text adverts ‘keyword insertion function’ is displayed in Title Case. Currently all keywords are uploaded in lower case and Google Adwords automates them to Title Case if {KeyWord: Insertion} is used.
Use Brand Page As Default A Bing Ads Setting. This is an override that can be set for any campaigns you may wish to create for the purpose of importing from Google Adwords to Bing Ads. Bing currently requires ad groups to be based on either the advert or the keyword destination urls, but not both. So if you select keyword urls and a keyword is not uploaded with a unique url it will be ignored. Selecting this setting will mean campaigns are built with the brand url included for any keywords that do not have a unique url (i.e. those keywords that are defaulting to the advert url).
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How To Update Multiple Brand Settings (1 Campaign)
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How To Create and Upload a Brand Keyword File
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How To Generate a Brand Negatives Upload File
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How To Generate a Brand Ad Group Upload File

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