The different types of branded keywords
Brand keywords are not just brand keywords. To better track the performance of your PPC campaigns, it is important to distinguish between the different types of brand keywords and to organize them in your account.
When we optimize PPC campaigns for branded keywords we distinguish between
1. pure brand keywords
2. brand keywords for navigation
3. brand related keywords and
4. brand plus keywords
Let me give an example with the brand name Wirofon. In this case the term Wirofon as such would be the pure brand keyword. The navigational keyword would be for example “Wirofon.com”. Brand related keywords are keywords associated with the brand. In the case of Wirofon we can say that the term “Wiro” is a related keyword to wirofon. Brand plus keywords are the most used but also the most problematic ones. These are all the keywords which can be combined with the branded term. For example “wirofon for mobiles”, “wirofon laptop download” etc.
As you may have already recognized in your account, all these types of brand keywords are probably those that have the highest quality score and the highest return on investment. This is why these kind of keywords need to be isolated from non-brand keywords as otherwise you cannot clearly track the performance of the non-brand keywords.
Especially brand plus keywords, including your brand plus category, product, or other keywords are often mixed in with other non-brand keywords and that we’re most strongly recommending you separate out of your typical existing campaigns or ad groups. Because these are the ones that are attracting a lot of traffic and the statistics these brand plus keywords produce will only confuse the performance and results when mixed with non brand keywords.
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