Branded keywords

Branded keywords are search terms that include the name of a company, product, service, or a variation of it. They are unique to a business and represent direct brand recognition in search behavior. For example, terms like “Nike shoes” or "Apple iPhone 14" are branded keywords because they include the company’s brand name or product line.

These keywords signal high purchase intent since users searching with them already know the brand and often seek information about specific offerings, pricing, or availability. They are critical for digital marketing campaigns, as branded keyword searches typically result in higher conversion rates compared to generic keywords. Unlike non-branded keywords, which capture broader audiences, branded keywords focus on users already familiar with or loyal to the brand. Businesses that understand how to target and protect branded keywords gain a competitive advantage by ensuring visibility when customers are most ready to engage.

Advanced

Branded keywords are a key part of search engine marketing (SEM) and search engine optimization (SEO) strategies. They are often protected under trademark guidelines and can be tracked with keyword monitoring tools to measure impression share, cost-per-click (CPC), and competitive bidding activity. Paid campaigns using branded keywords typically achieve lower CPC due to higher quality scores, as the relevance between keyword, ad copy, and landing page is naturally strong.

Competitors may bid on another company’s branded keywords, a common tactic in pay-per-click (PPC) advertising. While usually permitted under search engine policies, it can raise brand protection and legal considerations. More advanced approaches segment branded keywords into core (company name) and extended (product or service names) categories, mapping them within campaigns and analysing click-through rates (CTR) to refine bidding strategies.

Relevance

• Drives high-intent traffic from audiences already aware of the brand.
• Protects brand equity by ensuring competitors do not dominate branded search terms.
• Improves ROI in paid search due to higher relevancy and lower CPC.
• Strengthens customer journey continuity from awareness to conversion.

Applications

• Running PPC campaigns targeting branded keywords to secure top search positions.
• Tracking branded keyword performance in SEO to measure brand recognition growth.
• Monitoring competitor activity on branded keyword bidding.

Metrics

• Click-through rate (CTR) on branded keyword ads.
• Conversion rate from branded keyword traffic.
• Cost-per-click (CPC) compared to non-branded keywords.
• Share of voice or impression share on branded search terms.

Issues

• Competitors bidding on branded keywords can divert traffic and sales.
• Neglecting branded keyword monitoring may result in lost market share.
• Poor landing page alignment can reduce quality scores and increase ad costs.

Example

A travel company launches a paid search campaign targeting its own branded keywords, such as “Expedia flights.” By doing so, it ensures its ads appear above competitors bidding on the same term. This strategy increases CTR, safeguards brand traffic, and reduces customer drop-off to rival sites.