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What Is The Difference Between Brand And Non-Branded Traffic?

by nativesnewsonline_76

Search campaigns can have goals that range from creating awareness to driving traffic to achieve certain conversion types.

Although the data we receive in Analytics and aggregated Search Console reports has changed over time, one constant is that we focus on specific keywords and terms for SEO and PPC to drive this traffic.

You can rank for high-level generic terms and long-tail keywords. It also helps you rank for queries that are more natural to be served up in voice searches.

There is one major difference between the various terms and topics, how to focus on keywords and optimization, and all other ways to target keywords and ads. It’s branded vs. unbranded.

Compared to non-branded traffic, branded traffic is much more likely to convert. Guest post service is a great way to promote your business without paying for advertising.

This post will explain how they differ, and what importance there is to four key aspects of branded vs. other keywords in our search campaigns.

  1. Focus and Targeting

Keyword Research is an important part of search marketing.

We look at keywords, intent, and match type, and make sure that our ads and organic positioning are correct when setting up campaigns or ongoing campaigns.

Our targeting is influenced by brand vs. not-brand.

There are many schools of thought about whether you should bid on terms branded or not.

My view is that you should test any question. Bidding on brand terms can be possible if you don’t know the brand or have a generic name.

It doesn’t matter how many cease and desist letters you send or the efforts made to get other people to stop bidding on your brand (or leaving open that option to dynamically appear for it), it shouldn’t be expensive to advertise on it.

  1. Brand Cannibalization, Conflicts

You may feel that your brand needs to be protected by spending advertising dollars to appear in the top slot for branded terms. However, it is important to understand what is happening with search share and where your traffic is coming from.

For branded traffic, benchmark your organic and paid search numbers. Get a baseline and know the volume.

Be aware of the impact on organic traffic if you start bidding for branded terms in paid searches.

Do more organic and paid work.

Take a closer look if you notice a decrease in organic traffic after turning on a paid search account branded.

  1. Distributors, resellers, and other partners

Our results are always driven by the money question.

There are strong reasons to spend money on branding terms and pay attention.

Branded traffic is a key factor in certain industries and companies. This can be very important and sensitive if you are in multi-step channel industries.

Imagine that you are a manufacturer who sells directly to customers, but also through distributors or retailers. Your relationship with your supplier is already intimate.

While margins are more profitable selling direct, volume is likely to be better when you partner with others. Your partners might not be interested in competing with you. You are the expert on your products.

  1. Attribution

Search performance is the last thing any CMO, executive, or search marketer wants.

Make sure you can clearly distinguish between brand and non-brand efforts.

Searches for brand names are driven by brand recognition, marketing, referrals, and reputation. Many factors are beyond the control of search strategists and marketers.

This can also be true for generic terms to a certain extent.

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