General Director of Sales Generator LLC

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The effectiveness of brand advertising is measured not only by the number of clicks, but also by some qualitative indicators:

High CTR due to loyal audience . This is explained simply: a person who wanted to find a product of a certain brand, in almost 100% of cases clicks on its banner.

Media traffic growth . Contextual advertising for brand queries contributes to the growth of recognition, while the budget of such a campaign is much smaller than in the search network, as is the CTR.

Low rates . Low competition for such keywords makes them quite cheap. In addition, Google Ads provides high quality and relevance indicators for them. From an economic point of view, the effectiveness of promotion for branded queries is such that it easily covers the loss of some of the transitions in organic search results.

Ability to show up for misspelled queries . Up to 20% of users may enter a brand name with errors. If you don’t take this into account when developing an advertising campaign, clients who make typos will not get to the site.

An important concept to consider when promoting a brand is traffic cannibalization.

Based on its impact on the effectiveness of an advertising campaign, it can be classified into one of three types:

Destructive : The loss of clicks from organic traffic exceeded the number of additional ones received from branded queries.

Constructive : paid clicks brought in more visitors than were lost in organic search results.

Reinforcing : As a result of contextual advertising, the number of organic clicks increased.

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Alexander Kuleshov
Alexander Kuleshov
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Promotion by branded queries makes sense if the company meets several conditions:

Users know your brand well and enter its name into the search bar, pursuing the goal of finding your site. If the company name is not promoted enough, there will be too many visitors who are not part of your target audience.

Constant attention to the realities of today. When advertising a brand whose name coincides with the title of a popular novel, the name of a character in a famous film, or the pseudonym of a rap artist, it is necessary to use a list of corresponding negative words.

You will have to constantly monitor your competitors' actions. Using someone else's brand in your own advertising campaign is a well-known move that can harm your image. You can either complain about unscrupulous competitors or force them to leave the top paid search results under the pressure of your ads.

Please remember that only the owners of a registered trademark can file a formal complaint, provided that the trademark is used in its unaltered form.

The effectiveness of illegally using someone else's brand for one's own purposes is so high that even international corporations do not shy away from it, so attention to competitors and their advertising campaigns should be constant.