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 time, 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 query.
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!