Topic: Advertising/PR

Exclude Branding Keys From Non-branding Campaign?

Posted by robinholtvluwer on 250 Points
I have a discussion with a friend. We have a branded campaign running with keywords with the brand name in it. And in all other campaigns, my colleague has excluded the keywords with the brand name in them. This now prevents that when someone searches for, for example, “adidas sports shoes” you will only be found on SEO and not on an advertisement in the “sports shoes” campaign. The reason for this is that you will be found organically and the searcher is already familiar with your brand name. However, other companies do come forward with advertisements, so you give the searcher the chance to go there.

To be clear, this is obviously not about the adidas product.

What is your opinion on this?
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  • Posted by saul.dobney on Member
    Some brands will use keyword phrases with the brand name defensively - to keep out competitors bidding on their name. And some buyers will click ads ahead of organic results. I think you have to test it and see what works for you - two campaigns, one with brand name in the keyword phrases, the other not, and then track conversions.
  • Posted by mgoodman on Moderator
    I agree with Saul. The answer probably varies by brand, industry, market and the specific copy on your landing page. Test to find out the right answer for you. Don't assume there is a one-size-fits-all answer.
  • Posted by faqulard101 on Member
    Keywords that do not reference a brand name or any part of it (including any misspellings) are considered Non-branded keywords. Additionally, some keywords that have a brand name within the phrase but are not unique to one brand or domain will be considered Non-branded by Semrush. So more details to contact on my site [URL DELETED BY MODERATOR]

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