Branded Search

Branded search refers to queries that contain a brand name, either on its own or combined with other terms. Anyone searching for a brand usually already knows it and is often further along the buying journey. Branded search volume is therefore a good indicator of brand impact.

What the data shows

Rising branded search volume often follows reach campaigns, PR successes or word of mouth waves. Falling volume is an early warning sign, even when classic performance numbers still look stable. Related queries such as brand plus product, brand plus review or brand plus experience are valuable too, because they reveal concrete needs.

What to watch out for

Your brand should appear clearly and fully in the search results, with main site, product page and relevant subpages. Competitors may bid on your brand name, which makes your own ads on brand keywords sensible to defend the top slot. Watch regularly who bids on your brand and what share is yours.

In daily marketing work

In daily marketing work, branded search is a useful KPI for brand campaigns, newsletters, media buys and PR. If more people search for your brand after a campaign, the campaign created awareness even when no direct conversion is visible. Linking reach and search numbers consistently shows how much brand work keeps working over time.