Branded Search
Measure Brand Awareness
Monitoring Branded Search volume offers a direct line of sight into a brand's visibility.
Benchmark Against Competitors
Compare Branded Search growth with competitors for strategic insights.
Prove Campaign ROI
Feature Branded Search data in reports to showcase campaign success.
Track Customer Loyalty
Monitor consistent Branded Searches to gauge repeat engagement and customer retention.
Why Branded Search Matters
Tracking Branded Search is vital because it reflects how well a brand resonates with its audience. When users actively search for branded keywords, it shows strong recognition and interest, making Branded Search traffic a key indicator of marketing success.
Branded Search also signals trust and loyalty. People using branded keywords in search engines are often further along in the buyer’s journey, increasing the likelihood of conversion. Monitoring this traffic helps marketing agencies measure brand health and the effectiveness of ongoing campaigns.
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How Branded Keywords Connect With Other KPIs
Branded keywords influence organic traffic and reveal deeper insights about audience loyalty and trust. A spike in Branded Search traffic often means brand awareness campaigns are hitting the mark, driving users to seek out the brand actively. This boost in branded traffic usually correlates with stronger engagement metrics, like Session Duration and Pages per Visit, reflecting a more invested audience.
Branded Search also plays a key role in improving conversion rates. People searching for branded terms typically go further along the buyer’s journey than those searching for non-branded keywords. Branded keywords drive higher conversion rates and usually have a lower cost-per-click, resulting in improved overall Return on Ad Spend (ROAS) for paid campaigns.
Key Factors That Impact How Branded Search Performs
Several factors influence the performance of Branded Search terms, including existing brand visibility, reputation, and ongoing brand awareness efforts. A well-executed brand awareness campaign will significantly boost the volume of Branded Searches as more people become familiar with the brand.
The cost of Branded Search terms in paid campaigns fluctuates based on competition. If competitors bid on the same branded keywords, costs may rise, impacting overall ad budget efficiency. However, due to the term's direct relevance, it is typically far cheaper for the brand's owner to bid on its own branded keywords than for competitors to do so.
As noted, Conversion Rates for Branded Searches tend to be higher since users are often further along the purchase journey. However, poor customer reviews or inconsistent messaging may negatively affect performance, reducing search volume and conversion potential.
I look at share of voice as being reflected by the size of branded search in the marketplace. Looking at the comparison of the unbranded search and this brand’s search gives you an idea of the brand’s strength online.
How To Measure the Percentage of Branded Traffic from Search Engines
Comparing branded search traffic to non-branded search traffic provides a clear view to how much of a client's business is driven by brand awareness. To calculate the percentage of traffic driven by Branded Search terms, first you need to measure branded search traffic (the total number of visits from branded keywords). Then, divide that by the overall search traffic and multiply by 100. This calculation shows how much of the website’s traffic is influenced by Branded Search, offering insight into brand awareness and customer intent.
Branded Search Traffic Formula
What Is a Good Average % of Branded Search Traffic vs. Non-Branded Search Traffic?
A good average percentage of Branded Search traffic typically falls between 30% and 50%, depending on industry and campaign goals. A higher percentage suggests strong brand awareness and recognition, indicating that marketing efforts effectively drive interest in the brand.
What Is a Bad Average % of Branded Search Traffic vs. Non-Branded Search Traffic?
A low percentage, below 20%, suggests poor brand recognition or ineffective branding strategies. While a high rate of Branded Search traffic (over 70%) may seem positive, it could mean the campaigns aren't reaching new customers, limiting the potential to grow brand awareness.
How To Set Branded Search Benchmarks and Goals
Although these industry benchmarks are helpful, agencies should use historical data to establish a baseline and track Branded Search growth over time. Analyzing past performance and revenue targets helps back-calculate the necessary Branded Search traffic. Agencies adjust these goals based on campaign objectives, competitive activity, or shifts in customer behavior, tailoring them to specific brand goals.
Why Branded Search Matters to Clients
Clients view Branded Search as a direct reflection of how their brand resonates with existing and potential customers. A substantial volume of branded keyword search queries shows that the brand is top-of-mind, indicating successful marketing efforts. When customers search for the brand by name, it demonstrates brand trust and loyalty, ultimately driving conversions.
Branded Search also offers insights into brand health and growth. Seeing steady or increasing Branded Search demand may signal that the business is on the right track, while dips may raise concerns about brand visibility. For clients, this metric is a key indicator of how effective their campaigns are at creating awareness and sustaining customer interest, particularly when higher organic search rankings improve overall search engine visibility.
Why Branded Search Matters to Agencies
For agencies, Branded Search is a barometer for campaign performance and brand strength. Monitoring Branded Search trends in Google Ads or Google Search Console helps agencies understand how brand marketing strategies impact search engine behavior. A rise in brand search queries shows that campaigns are successfully building recognition, while a drop might suggest the need for a strategic pivot.
Additionally, Branded Search performance is a critical lever for optimizing paid search, particularly branded ads. Branded keywords often have lower Costs-per-Click and better Conversion Rates than non-branded search, making it a cost-effective way to improve overall search results. Agencies also use Branded Search metrics to demonstrate the value of their work, showcasing how their efforts translate into tangible search demand and, ultimately, business growth for the client.
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Best Practices When Analyzing and Reporting on Branded Queries
Conducting a thorough analysis of Branded Search through multiple perspectives is essential for optimizing marketing strategies and improving campaign results. Evaluating Branded Search traffic offers valuable insights into brand health, audience engagement, and the overall effectiveness of advertising campaigns.
Analyze Performance Over Time
Tracking Branded Search over time helps identify patterns and long-term trends. Review month-over-month or year-over-year data regularly to determine if brand awareness is improving. Spotting trends early allows for timely adjustments in campaign strategies and ensures continued growth.
Compare Branded Search Across Platforms
Evaluating Branded Search across multiple channels—like paid search and organic search, or Google vs. Bing—reveals how different marketing efforts contribute to brand recognition. Comparing these channels highlights where branded keywords perform best, helping prioritize efforts that drive the most search traffic.
Interpret Trends and Anomalies
Identify trends and anomalies in Branded Search data to understand shifts in brand recognition. A sudden spike or dip in Branded Search traffic could signal the success of a campaign or reveal issues that need addressing, such as negative publicity or changes in customer perception.
Visualize the Results
Use data visualization tools to chart Branded Search trends offers clearer insights into performance. Graphs and dashboards make it easier to spot shifts in Branded Search volume, helping marketing teams communicate results more effectively in reports or presentations.
Provide Actionable Insights
Include clear recommendations in Branded Search reports, suggesting the next steps for optimizing campaigns. This might involve refining keyword strategies, shifting the budget toward high-performing channels, or improving ad messaging to increase Branded Search traffic. Actionable insights help transform data into real-world results.
Align Branded Search With Client Goals
Tie Branded Search metrics back to specific client objectives, such as increasing brand awareness, improving customer acquisition, or driving repeat business. This ensures that Branded Search performance supports broader business goals, making the data more meaningful for clients.
We conduct extensive market research including competitor analysis at the start of a new campaign, to ‘find out the why’ of our clients and decide where they are likely to succeed online, and then from there, we identify what metrics will lead directly to that success. For example, if 80% of click-driving search terms on Search Console are branded and less than 20% are unbranded, we wouldn’t include website traffic generated by branded searches as a key metric, but instead, we would work on doubling, tripling, or 10x-ing the unbranded searches that don’t mention our client’s name.
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How To Improve Branded Search Performance
Improving Branded Search performance requires a multi-faceted approach that strengthens brand presence and customer loyalty. From optimizing target keywords to enhancing brand reputation, these actionable tips will help boost Branded Search traffic and improve overall campaign effectiveness.
Optimize Target Keywords
Identify and prioritize branded keywords that resonate with the audience. Align branded terms with search intent to ensure the user lands as close to their desired destination as possible. This helps increase search engine visibility and attracts more Branded Search queries.
Build Branded Backlinks
Focus on acquiring high-quality branded backlinks from reputable sources. By linking to branded content, websites signal to search engines that the brand is trustworthy and credible, leading to higher rankings and increased Branded Search traffic.
Monitor Brand Reputation
Protect and enhance the client’s online brand reputation through customer reviews, social media engagement, and PR efforts. Move beyond basic review management to build a cohesive, reputation-driven brand strategy.
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