Brand Search Report Template

Why Your Agency Needs a Brand Search Report Template

A brand search report template helps your agency track and report on how a client's trademark terms are performing on search engines. It's a straightforward way to measure the impact of your agency’s marketing activities and see how they’re driving brand awareness and growth.

By regularly tracking branded terms, marketing teams quickly spot how well campaigns are working. Are the  SEO and paid ads driving more interest in the client’s brand? Are more people searching for your client’s name? These insights give you the information you need to adjust strategies and focus on what’s moving the brand awareness needle.

With a brand search report template, you get the tools to turn raw data into actionable insights and help your clients grow their businesses. It's efficient and effective, and it helps you stay ahead of the curve in delivering real results. 

7 Sections To Include in a Brand Search Report Template

1. Cover Page

Designing a professional-looking, branded report cover page adds an extra layer of polish to client reports. It sets the tone right from the start, showing clients that every detail of their marketing campaign has been carefully considered.

A well-designed cover page reinforces your agency’s credibility, creates a solid first impression, and makes your reports instantly recognizable. It’s a simple yet powerful way to highlight your agency’s professionalism while keeping your brand front and center.

2. Executive Summary 

Including an executive summary at the start of a report template helps clients quickly grasp the key takeaways from the selected date range without diving into all the details. It gives them a high-level view of the results and insights, saving time while making the report easier to digest. 

As you can see from this sample report summary, an executive overview ensures that busy decision-makers stay focused on the big picture by highlighting the most essential data and next steps. 

A well-crafted brand report includes a brief summary highlighting the key performance metrics and initiatives driving results, making it easy for clients to understand their brand’s progress. 

Here are some best practices to consider:

• Call out the growth in branded search term visibility, clicks, and conversions.

• Connect performance improvements directly to the marketing initiatives driving them.

• Keep the summary concise and focused on actionable insights to guide the next steps.

2. Google Ads Brand Search Data 

When tracking branded search term performance, Google Ads paid search data is essential. It gives you–and your clients– real-time insights into how trademark search terms perform in paid campaigns, providing a direct link between the investment in brand awareness and measurable results like clicks, impressions, and conversions. 

By adding paid brand search data, the report connects all the dots. Clients get a clear picture of how their trademarked keywords are doing, showing stakeholders the real value of your agency’s work. It’s a straightforward way to show how your efforts drive growth and what’s working best to push their brand forward.

4. Microsoft (Bing) Ads Brand Search Data 

Even though Microsoft Ads has a smaller search market share than Google, including its branded paid search data in a report still matters. Microsoft reaches a different audience, often one that might not use Google regularly. Ignoring this data means missing valuable insights influencing brand visibility and performance.

Adding Microsoft Ads data to the report highlights the full impact of a brand’s search presence across platforms. Clients want to know how their trademark search terms are performing, no matter where the traffic comes from.

5. Google Search Console

While paid search data is critical, Google Search Console gives your clients the organic side of the story. Including this data in a brand search report offers insights into how branded keywords perform in organic search, from impressions to clicks and average ranking positions.

This data ensures stakeholders have the numbers they need to make informed decisions and see the real value your agency brings to their brand's performance.

6. Keyword Rankings 

While Google Search Console provides valuable insights, tracking keyword rankings for branded terms is just as important. Your client should almost always rank #1 for their brand name (unless it’s a very generic term). Keeping an eye on these rankings helps spot any competitors trying to push them out of the top spot.

Adding keyword ranking data to the brand search report shows clients you're not just monitoring performance but also staying ahead of any competition vying for their branded keywords and trying to outrank them organically.

7. Google Analytics 4

Even though Google Analytics 4 doesn’t provide specific keyword data for organic search, it plays a key role in understanding how visitors engage with a client’s site. GA4 helps track what happens after people arrive, whether they clicked on a branded term or directly entered the URL.

Including Google Analytics 4 data in a brand search report highlights overall site performance–like how well visitors engage, convert, and stay on the site. It’s an easy way to show how all traffic sources contribute to brand growth and business results. Although it may not provide all the granular keyword data, showing how traffic converts to leads and revenues helps end the report on a high note. 

Customizable Report Templates To Meet Client Needs

If the metrics or marketing channels you need aren’t covered in the sections we’ve highlighted, no problem. The search report template is fully customizable, allowing your marketing team to pull in key metrics from over 80 marketing platform integrations like social media platforms, CRM systems, or third-party analytics tools like Google Sheets and MySQL.

This flexibility ensures your agency creates a comprehensive report covering all the essential performance metrics relevant to your client’s brand. Whether it’s deeper insights into customer behavior or additional campaign data, having the ability to add other channel metrics rounds out the report and delivers a complete view of your client’s brand growth.

Streamline Reporting With Brand Search Report Templates and Focus on What Matters

A brand search report template takes the manual work out of client reporting, so your agency spends more time on what counts–building winning campaigns and strengthening client relationships. 

By automating the reporting process, you save hours on data gathering and formatting, making it easier to deliver clear, insightful reports that clients trust. That means more time to focus on driving results.

The ease of use, the appearance, and the ability to customize have completely eliminated my previous attempts to build a reporting tool that covered paid search, SEO, and social all in one place.

Monte Huebsch

Focus Australia