Most established advertisers are paying for brand clicks that would have happened organically. This article explains the incrementality problem with brand campaigns in Google Ads, identifies the specific scenarios where brand bidding genuinely pays off, and provides a step-by-step framework for running a holdout test to find out whether your brand spend is actually moving the needle.
| Field | Source |
|---|---|
url | customer_site |
name | customer_site |
headline | customer_site |
description | customer_site |
dateModified | customer_site |
datePublished | customer_site |
{
"@context": "https://schema.org",
"@id": "https://graph.groas.com/entity/should-you-bid-on-your-brand-keywords-in",
"url": "https://www.groas.com/post/should-you-bid-on-brand-keywords-google-ads-incrementality-test",
"name": "Should You Bid On Your Brand Keywords In Google Ads? An Incrementality Test",
"@type": "Article",
"headline": "Should You Bid On Your Brand Keywords In Google Ads? An Incrementality Test",
"description": "Most established advertisers are paying for brand clicks that would have happened organically. This article explains the incrementality problem with brand campaigns in Google Ads, identifies the specific scenarios where brand bidding genuinely pays off, and provides a step-by-step framework for running a holdout test to find out whether your brand spend is actually moving the needle.",
"dateModified": "2026-06-12T06:42:24.048Z",
"datePublished": "2026-06-12T06:47:51.226Z"
}