Definition
Brand searches are searches that contain your name (people who already know you). Generic (non-brand) searches are category and product searches from people who haven't yet chosen you.
Also called: Brand vs generic, Brand vs non-brand, Brand searchesFrom search to a relevant landing page.
An ad aligned with the intent.
Eligibility is not a guarantee of exposure. Bid, relevance, context and other auction factors affect delivery.
01What does the person want to achieve? Group searches by need.
Same account, two completely different economics
Brand searches convert high and cheap, but most of those people would have found you anyway, so the incremental value is low. Generic searches cost more and convert lower, but they win new customers who didn't know you. Read the two together and brand looks like it's carrying the account, while generic is actually driving the growth.
That's why we always separate them, including in Performance Max, where brand should be excluded so it doesn't take credit for existing demand. Only with brand and generic split apart can you see what's really harvest and what's growth.
Frequently asked questions
Should I even bid on my own brand?
Often yes (to defend against competitors' bids and control the message), but be aware that brand ROAS is partly non-incremental. Never blend it with generic when judging where the growth comes from.
Why do brand campaigns look so good?
Because they reach people who are already searching for you and close to buying. The high ROAS reflects existing demand, not created demand, so it's misleading as a measure of advertising's real effect.
From insight to action
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About the author
Malthe Ærbo Weibeck
Pull specialist with 8+ years' experience. Comes from the agency world and has since worked as an independent consultant for several of the country's largest brands.
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