How To Create Brand Activator Premium Low-Cost Campaigns

  • Updated

Step 1: Clone Campaign(s) 

  1. Duplicate one search campaign, matching all targeting settings (Geo, Device, Audience, etc) for BAP terms (typically branded). 
  2. Remove any negative branded keywords & exclusion lists from the duplicated campaign (if any). 
  3. Rename it by adding "_BAP" (DO NOT ENABLE YET) e.g. 
    • Original: Brand_US_Exact 
    • BAP: Brand_US_Exact_BAP 

Step 2: Update Keywords 

Replace or retain all keywords with exact match versions of the keywords BAP identified. 

Step 3: Set Bid Strategy

  1. Change the bid strategy to Manual CPC. Opt out of Enhanced CPC. 
  2. Adjust Max CPC at the keyword level to the current average CPC (Past 14 days) for the keywords. 

Step 4: Maintain the Original Campaigns 

DO NOT pause your original BAU (Business as Usual) campaigns. 

Step 5: BAP Negative Keyword Lists (NKL) 

DO NOT alter or add to the BAP NKLs. 

Step 6: Check Auto-Applied Recommendations 

Ensure any auto-applied recommendations do not affect the BAP campaign(s). 

Step 7: Enable Clone Campaign(s) 

Once we have a start date, create an automated rule or manually enable BAP campaign(s) on the go-live date at 12am PST.