The importance of advertising among brand keywords varies between different industries and between different advertisers. There are many factors that determine the importance of brand advertising:
Competitors: If you lose traffic to brand competitors, you lose sales. This is especially true for semi-brand keywords (“brand name + product”).
Resellers: Other advertisers in the auction are sometimes resellers. They sell your product, but they may want a portion of the margin, or you may have to pay a commission.
(Negative) News Coverage:
News coverage can change search queries with purchase intent to negative brand engagement.
Customer Journey: Brand advertising gives you more control over the customer’s journey. If you stop advertising, you may find that more traffic goes to Google features like Google Maps, Google Flights, Google Hotel Ads, etc. You have to think about how this will affect the customer journey. For example, if you are a retailer, which of these paths is more valuable?
Google -> Website -> Store Visit
Google -> Google Maps -> Store Visit
Data: In the above scenario (Google -> Google benin phone number library Maps -> Store Visit), we lose that data. Therefore, we lose insights, which limits our options in subsequent choices (such as remarketing). This has some business value, and you should take it into account.
2. How to segment brand keywords
The level of incrementality for brand keywords can vary widely from keyword to keyword. You don’t want to treat all brand keywords the same. Therefore, you should segment your brand keywords into groups bas on similar characteristics. For example, for a large advertiser with thousands of brand keywords, we group all brand keywords by looking at:
Keyword Competition
How strong their organic rankings are
Bas on this, we creat three brand keyword segments: The levels forecasting demand using inventory flow rate of incrementality for these three segments were very different. The next step was to determine the actual level of incrementality for each group.
3. How to calculate the incremental value of brand keywords
When we talk about brand paid search keywords, we should bulk lead be talking about incrementality. How many additional (incremental) clicks and sales did we get compar to not advertising on these keywords. To find out, you can run a typical on/off experiment. However, the purpose of the experiment is not to find out whether you should turn brand keywords on or off; you want to find out the incrementality rate.
