AVF Framework

    Permanent Random Brand Campaign

    A three-tier intent-segmented paid search structure that maintains brand visibility at low cost — independently of your commercial campaigns. The randomised rotation mechanism prevents competitors and Google's smart bidding from learning your spend pattern and calibrating against it.

    Tier 1

    Brand queries

    Always on

    Your permanent brand floor. Budget never drops — only the bidding strategy alternates to prevent smart bidding from locking into a predictable pattern.

    Intent targets

    • —Brand name exact and close variants
    • —URL and domain variations
    • —Brand name misspellings
    • —Brand name + product/service name

    Bidding strategy rotation

    Tier 1 budget is fixed and always live. What rotates is how Google is told to bid. Alternate between Maximise Clicks and Target Impression Share / Top of Page on a manual schedule. This keeps the algorithm slightly off-balance — you periodically own position 1 absolute top without paying for it permanently.

    Maximise ClicksWeeks where volume capture is the priority. Cast the net wide, keep CPCs low.
    Target Impression ShareWeeks where brand dominance matters — new competitor activity, campaign launches, post-crisis visibility.
    Best for · All business types. Non-negotiable during any period of organic traffic loss.

    How the tiers relate

    Tier 1
    Brand — always on · stable budget · bidding strategy rotates
    Tier 2
    Info + Location — HIGH week
    LOW
    Tier 3
    Cost + Location — LOW week
    HIGH

    ↑ Example week shown. Proportions shift randomly — no fixed schedule.

    The four rules

    Tier 1 budget never dropsIt is the permanent floor. Only the bidding strategy alternates.
    Tiers 2 and 3 always run inverse to each otherWhen one is high the other is minimal. They are never both high simultaneously.
    Rotation is manual and randomNo fixed weekly schedule. Random timing prevents competitor and algorithmic learning.
    Never mix intent tiers in the same campaignClean separation is what makes performance data trustworthy and bid optimisation possible.
    PRBC aims to capitalise on the most cost-effective commercial term bidding strategiesBuy, purchase, order, shop — these are high value, high cost terms and depending on budget you may want to create several campaigns within tier 3.

    A framework by Annie Veale Freelance · SEO services · AEO + SEO package