What are the best KPIs to evaluate the Brand and No Brand strategy?

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Branded and non-branded keywords used in searches: a practical case
The graph shows us an important fact: very often the brand, faced with a monthly market of 2 million searches, has a very small part of the searches of its market. In the case of the diaper manufacturer, the company, if it wants to gain visibility, must focus both on keywords related to the important phases of pregnancy (such as childbirth or postpartum), and on those related to health or physiological needs or work problems, because there is much more market there than on the brand side.

This is not true for all sectors, in some sectors the brand can represent 30%, depending on the category or the situation. Working only on the brand, as I often see, can represent a great limitation in terms of marketing.

Let's remember that marketing is putting together germany phone number a demand and an offer. If the keyword is a demand, albeit latent and second level, not considering it means not exploiting your SEO activity in a marketing way

Another very important piece of data regarding branded and non-branded keywords, which shows us this decrease in the effectiveness of keywords , comes from this study:


Keywor branded: The correlation between conversion rate and cpc
Here we see a correlation between conversion rate, which we find on the ordinates, and cost per click, which we find on the abscissas. We see that the further away we are from the brand, the more the CPC increases and the average conversions of the site decrease.

In other words, the further I move away from the brand, the more visibility costs me. Consequently, often investing on these keywords in AdWords , in pay per click can be, in the short term, a great cost.

Brand and No Brand Visibility: How Do the Big Ones Do It?