Growth in branded search is one of the clearest signals that marketing is building the brand rather than only harvesting existing demand. It is also why paid search on your own brand name often looks spectacular: most of those people were already looking for you.
Report branded and non-branded search separately, in both organic and paid, so brand demand does not flatter channel performance.
Upload a search terms report and get the phrases wasting spend, a ready-to-paste negative keyword list and projected monthly savings.
Related terms
- IncrementalityIncrementality is the share of results that would not have happened without a…
- Strike-distance keywordsStrike-distance keywords are search queries where a page already ranks close to…
Where this comes up
Operator’s Notes, Issue 01: The storefront is moving, and you won’t own itMeta, Google and OpenAI each made a move on who owns the moment someone decides to buy. What the agent race means for brands, the WhatsApp pricing change Indian D2C should act on, and a 60-minute agent-ready feed audit. ROAS is not a business metricReturn on ad spend tells you how the platform sees your campaigns. Contribution margin tells you whether the business is better off. Here is how to run paid media on the second.Part of the growth marketing glossary by Shiva Sharma.