Brand vs Non Branded-Keyword
As a search engine marketer, we all know that pitching our campaigns is the primary key to developing a robust and competitive presence in search. Without a compatible and planned analysis framework, we’re unable to reveal or make impactful optimizations to our search campaigns. But what if you are incorrectly equating your efforts in search?
More about Brand vs Non Branded-Keyword
The top-line analysis should always tie back to your aims for the channel, like 10 percent revenue growth year-over-year (YoY), and your primary KPIs, whether that is the cost per acquisition (CPA), cost per lead (CPL), return on ad spend (ROAS), etc. A comprehensive report that provides more detail will also include secondary and diagnostic KPIs and will support call out any issues. However, there should be a variation in how you measure top line performance for your brand vs. your non-brand search efforts. Sounds simple, but most advertisers forget that these two campaign types obey completely different goals.
Elite Site optimizer’s unique feature Site Audit Engine will parse the owner’s domain and gather the following information:
A “branded keyword” search query includes your brand name or some variation of it. Other keywords that don’t associate with the brand name are considered “non-brand keywords.” A non-branded keyword search query does not combine your brand name or any part of it. It is necessary to analyze and understand your non-branded keyword traffic, as it often represents the majority of your website’s unique visitors and unique visitors. Most importantly, these visitants may not already know about your brand and are exploring for your product or service.
An analysis of non-branded keywords and traffic is essential, particularly for large brands, since branded keywords can make up the preponderance of organic search engine traffic.
An effective Internet marketing strategy needs a mix of both branded and non-branded keywords for all of your channels – but discovering where to incorporate them is a challenge for even experienced marketers.
So, what’s the difference?
Brand searches are recognized as high-intent and almost invariably lead to a high ROAS if maintained correctly. If a searcher is looking for your brand, they are lower down the conversion funnel and closer to purchase. Non-brand searches show less intent for a searcher, but displaying your ads on these terms can generate awareness for your brand. Non-brand campaigns don’t typically encourage a high ROAS, so to segment my brand and non-brand campaigns into different reports and measure them separately is a better option. If you want to improve your online campaigns and reach more customers, Elite Site Optimizer Branded and Non-keywords report can help. You can determine the best possible keywords for your campaigns with our tool and can create a unique strategy to help you reach your goals. Branded and Non-keywords provides report provides a detailed report for better keyword analysis. It has following data impressions for that particular keyword, number of clicks for that keyword, click-through rate and average position of that keyword to better optimize your strategy.
If you have inquiries on how to best regulate and manage your brand vs. your non-brand campaigns, you can check our tool and use it as per your requirement.