Are your non-branded searches responsible for your branded campaign success?
Your branded search campaigns might look really great on paper, with lots of clicks and a high conversion rate. However—branded queries usually appear in an account when a searcher has already learned of your brand through a previous marketing effort, communication, or product search.
Many times, non-branded search campaigns are actually responsible for introducing the searcher to your brand, which creates some very misleading performance metrics. Sales are incorrectly attributed to the branded campaign—but in reality, the sale is the result of a non-branded search.
In this whitepaper, we’ll dive into an example of this kind of misattribution, and offer you a simple solution to put your metrics back on track!