Balancing Branded Google Ads for YMCA Success
How to Balance Branded YMCA Google Ads
“Branded search” refers to using your company’s brand name in your digital marketing campaigns. This can help increase consumers’ awareness of your brand and generate increased traffic to your organization’s website. When your organization already has a recognizable brand name – like the YMCA – using that name in your Google Ads can drive attention to your association. However, focusing too much on branded search may end up being ineffectual. If you want to learn how to strike the right balance when using branded search for your Google Ads campaign, just keep reading.
Effectively Using Branded Search Ads in Your Digital Marketing
For the best results, your YMCA branch should focus 10-20% of your Google Ads spend on branded search ads. Some YMCA branches make the mistake of spending over 80% of their Google Ads budget on branded search. This is a drastic overspend that could prevent your association from achieving your marketing goals. A good strategy is to focus your Google Ad Grants, which are available for free to nonprofits like the YMCA, on branded search terms. Since Google sponsors these Ad Grants accounts, this allows you to drive free traffic to your website via branded search ads.
One more thing to be aware of is that focusing your entire branded search spend on the broad match keyword of “YMCA” is not an effective approach.
The problem with this strategy is that your association will appear in pay- per-click ads that accompany any search involving the term “YMCA.” The better strategy is to focus your branded search on more specific keywords like “YMCA membership,” “YMCA pricing,” and “YMCA near me.” This will help your YMCA branch appear in relevant searches from local users who are interested in becoming members.
Work with Our Digital Marketing Specialists to Build Branded Google Ads Campaigns
At NorthWing Digital, we enjoy helping YMCA branches operate successful Google Ads campaigns using branded search strategies. Reach out to us today if you’d like some help to implement branded search ads in your digital marketing efforts
