If you have a large customer list, and if your Google account is eligible for "customer match," then you can implement some cross-selling and retargeting campaigns. Because the audience size is limited and much smaller than an audience found on Google, we won't need a large budget for this strategy. After about a month or two of gathering conversion data, we can also create a "similar audience" based on the customer list. Similar audiences are often effective, and we will incorporate it into our proactive targeting campaigns.
Why do I need a Branded Search Campaign/Why do I need to spend money when someone is searching for my brand name?
Avoid sending hot leads to competitors and gain extra data for optimization opportunities.
DSA Campaigns are used as learning experiments - You may choose to build dynamic search ad campaigns because they help you learn what ad copy & keywords to use in the other campaigns, in case you missed any important and effective words.
It's possible to target competitors beyond the basic competitor campaign (which is where we show an ad after someone searches for a competitor). We can do this using affinity & intent audiences (which are audiences of people who are frequently associated with the competitor's business).
A smart approach would be to work your way to the top by generating affordable leads in a short amount of time with a small amount of budget by bidding on lower position, higher quality keywords. Then start to scale.