Branded keywords
Definition
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
From a technical perspective, branded keywords fall under search engine marketing (SEM) and search engine optimization (SEO) strategies. They are often protected under trademark guidelines and can be monitored using keyword tracking tools to measure impression share, cost-per-click (CPC), and competitive bidding activity. Paid campaigns using branded keywords usually achieve lower CPC due to higher quality scores, as relevancy between keyword, ad copy, and landing page is inherently strong.
Competitors may bid on another company’s branded keywords, a common tactic in pay-per-click (PPC) advertising. While this is permissible under most search engine policies, it can raise brand protection and legal concerns. Advanced strategies include segmenting branded keywords into core (company name) and extended (product/service names) categories, mapping them within campaigns, and analyzing click-through rates (CTR) to refine bidding strategies.
Why it matters
Use cases
Metrics
Issues
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.