Difference Between Branded vs. Non-Branded Keywords

Branded vs. Non-Branded Keywords

Written by Jeremy Earle, JD

April 27, 2022

The proper keywords are essential for the success of any SEO and PPC campaign. The keywords you select determine the people you can reach and directly affect your results.

It is essential to conduct a thorough study of keywords at the beginning of your campaign, keep track of the outcomes of these keywords, and keep an eye out for new opportunities regularly.

While conducting this research, it is likely that you will find the branded and non-branded terms for your website’s keywords. If you’re one of several marketers, you could be wondering which is better for your advertising campaigns.

The subject is frequently addressed in the context of PPC campaigns; however, branded and non-branded keywords must be considered as part of your general Internet strategies for marketing.

Contact 833-777-RANK to talk to a strategist about your business’s digital marketing strategy or continue reading to find out more about how you can combine these two kinds of keywords to get the most effective outcomes.

What are the keywords that are brand-named?

Before we begin discussing how brand-name and non-branded keywords will be included in your plan, it is essential to understand the significance of both.

Keywords with a brand name include the name of your business. To use our company as an illustration, every word with the word “Rank Fire” is a brand-named term despite other words surrounding it.

Keywords that are derived from keywords from other brands but cannot be considered as branded keywords used by your business. This is a significant distinction to consider when you’re a retailer that offers products from different brands.

For instance, the well-known footwear retailer Zappos sells footwear from hundreds of brands. For example, words such as “Zappos boots” and “Zappos reviews” are trademarked – however, “Nike shoes” or “Birkenstock sandals” aren’t in fact branded, even when Zappos has those products.

While these terms may refer to particular brands, they’re not exclusive to the business. People searching for those terms aren’t looking specifically to purchase their products or find out more details regarding their brand. They’re searching for a particular product that other retailers sell.

Users who search for your branded keywords, However, users who search for your branded keywords show a clear passion for your company, and most of the time, they are acquainted with the goods that you provide.

What are the non-branded keywords?

Keywords that are not branded are related to your products or services but do not include your company’s name.

Utilizing our site to illustrate, “Internet marketing agency” and “SEO services” are both relevant, non-branded keywords. These are phrases used by those interested in our services and don’t mention our company name.

Your strategy has greater options for a non-branded keyword than the ones that your customers use to search your site are virtually limitless.

Keywords with a brand on them in comparison to. Non-branded keyword: Which produces more outcomes?

We’re frequently asked if the branded or not keywords produce more outcomes. This is a common issue for marketers running PPC campaigns since each keyword comes with a particular price associated with it.

The truth is that both non-branded and branded keywords are vital for each SEO or PPC campaign. They show different intent for search and can reach consumers at different stages of the purchasing process.

For illustrative purposes, it is possible to search for branded and unbranded keywords to aid your marketing efforts in the Google Keyword Planner. In this post, we’ll examine the results of a search on”running shoes” which is a non-branded term “running shoes” as well as the branded keyword that is “Skora Running shoes.”

With this example, We’ll look at which one of these terms is the best one in terms of visibility cost, competition, and conversions.

Visibility: Non-branded

If you want to attract new customers, make sure you target keywords that lots of people are searching for. The use of keywords that have significant search volumes will increase the number of potential customers who will see your advertisements (assuming that your offer is sufficient to show for the keywords you are targeting).

Based on the monthly average searches for these terms, advertisements related to “running sneakers” could possibly have a greater reach of 100,000 as compared to “skora sneakers for running”.

Suppose your primary goals are to increase visibility on search result pages, raise brand recognition, and bring more visitors to your website. In that case, Non-branded keywords are the best option to achieve these objectives.

Competition A brand name

The level of competition within Keyword Planner is determined by the number of advertisers who bid on the same keyword. The more competitive the term is, the greater the difficulty of placing your ad on it.

Keywords that aren’t branded are typically more competitive as they’re not exclusive to one particular company. There are hundreds of other businesses looking to promote services and products similar to those you provide; however, the ideal brand name must be distinctive.

In reality, competitors may advertise on your brand’s keywords to attract the attention of people who search for your brand directly. This typically happens in extremely competitive fields and is something you need to keep an eye on when you design the PPC strategy.

Price: Branded

Due to the relatively low competition, the price-per-click (CPC) of brand-name keywords is usually low as well. If only a few advertisers compete for keywords, the price of displaying an advertisement for it typically is just one cent.

If staying within a budget is among your main concerns when it comes to PPC, Branded keywords can be among your top options for ads that have a low CPC.

Conversions are branded

The main goal of your marketing efforts is to increase revenues and sales for your business. That means you’ll need to focus on keywords that have significant conversions.

In the case of PPC, advertisements for brand-name keywords usually yield higher conversion rates as compared to ads with non-branded terms. If you decide to create distinct campaigns that are branded and not, Your results will be superior to ads that are branded.

It’s also important to remember that users with branded keywords tend to be more advanced in purchasing.

They’ve likely already looked into their alternatives and visited your website in previous searches, and they’re familiar with the services and products you provide.

Therefore, even though a branded advert might be the final impression before making a purchase, it is possible that they first came across your business through an unbranded search.

However, this does not diminish the effectiveness of branding campaigns. After all, they are able to bring about conversions. However, in most cases, those conversions are the outcome of a plan that includes both branded and non-branded keywords.

Keyword density refers to the number of times you’ve used the target keyword on a page.

What is your keyword density? Our calculator can help!

Calculate your Keyword Density

How do you balance brand with non-branded keyword

With their distinct advantages, non-branded and branded keywords are both crucial for a successful online marketing strategy.

Here are a few suggestions to help you decide the best place to apply both strategies and the best way to ensure the SEO or PPC strategies are working together to achieve the most effective outcomes.

Set up the organic ranking for brand keywords

Keywords that are brand-named are typically the most straightforward to get ranked for, particularly when your business has an unusual or unique name.

The ideal results of a search that includes your company’s name should appear like this:

If you’re not being ranked on search engines for brand names, Make it a top priority to optimize your homepage as well as other pages of your company to promote your brand’s name.

If potential customers search specifically for your business, it is important to make it as simple as you can for them to locate your business. Also, considering that keywords with branded names are more likely to convert, being ranked well for them is extremely beneficial for your business.

Your SEO efforts should be focused on keywords that are not branded.

After you’ve established organic rankings for your branded keywords, It should not be difficult to maintain them if there’s another business using the same name.

If this doesn’t pose a problem for your business, it’s best to focus your SEO efforts in the future on keywords that aren’t branded.

The increase in your organic search rankings for keywords that are not branded also improves your website’s visibility and is usually cheaper over the long term over PPC campaigns.

Even though creating and optimizing your pages that rank highly requires more of an initial time expenditure than the creation of an PPC campaign These pages will continue to drive visitors to your website for a long time – and at no cost.

PPC ads, on the contrary, are only effective for as long as you are paying for the services. For non-branded keywords, the cost for running long-term campaigns may be quite high.

Create distinct PPC campaigns for non-branded or non-branded terms

When you’re running PPC advertisements on behalf of your business, You should set up separate campaigns for brand as well as non-branded terms. These shouldn’t be the sole segment (you might want to create separate non-branded campaigns for the different types of products you offer, such as). However, they must be distinct.

As we have already established that both kinds have distinct advantages. Therefore, you should expect different results depending upon the search terms you choose to use.

A campaign that only has targeted keywords that are branded, like typically, will have more clicks cost per click as well as the conversion rate than campaigns that only use non-branded keywords.

If you combine them into one single campaign, it may be difficult to assess the success of that campaign. Separating them allows you to establish reasonable expectations for each.

Make use of unbranded PPC campaigns to broaden your reach

PPC-based campaigns are an excellent way to get in front of users looking for non-branded keywords you don’t rank for organically.

This is particularly true, especially if you’re just beginning your SEO campaign but haven’t achieved rankings for your most important keywords. It may take a while to reach the positions you desire, and PPC advertisements can help get traffic on your website in the meantime.

PPC campaigns are also effective for keywords with an obvious intent to purchase. They will help you connect with those who are searching for the services and products you provide, even though they’ve never had any experience with your business before.

While you’d prefer to achieve organic rankings for those terms but that’s not always possible, PPC campaigns can be a great way to improve brand recognition and bring in at least a few clicks using non-branded, competitive keywords.

Use RLSA for unbranded keywords to target past site users

If you are looking to target keywords that are not branded but have a budget in place, Remarketing Lists for Search Ads is an excellent method to target your advertisements on those most likely to convert. the RLSA lets you limit your audience limit to those who have been to your website.

Instead of competing with an array of advertising in order to reach a large group of people who may be at an early stage of the purchase process, it is possible to narrow the market to those who already know your brand.

It is also possible to tailor your ads to customers’ specific needs by highlighting specific products they have previously visited on your website. This means that, unless competitors employ the same approach (and the user has already been to every one of their websites before) your advertisement will be more tailored to their needs over the other ones which increases the likelihood that they’ll click it rather than your rivals’.




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Do you want to boost your PPC and SEO strategy?

A successful Internet marketing strategy must include an array of both brand and non-branded keywords across every channel; However, deciding where to place them can be difficult for even the most skilled marketers.

If you’re looking to enhance your online marketing and get more customers to your website, Rank Fire can help. We’ll take a look at the business you run and apply our experience in the field to find the most appropriate keywords for your campaigns . We’ll then develop a strategy that is unique to help you meet your objectives.

Get in touch with us now to talk with one of our strategists and find out more about how we can help to help you expand your company online!

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