Branded Keywords

Branded keywords are search terms that include a brand’s name or variations of it. These keywords are specific to your brand and products.

  1. Higher Conversion Rates:
    • Users searching for branded keywords are typically familiar with your brand and have a higher intent to purchase, leading to better conversion rates.
  2. Lower Cost Per Click (CPC):
    • Branded keywords often have lower competition, resulting in a lower CPC compared to generic, high-competition keywords.
  3. Enhanced Brand Loyalty:
    • By targeting branded keywords, you reinforce brand recognition and loyalty among existing customers.
  4. Control Over Brand Representation:
    • Running campaigns for branded keywords allows you to control the message and presentation of your brand in search results.
  5. Better Engagement Metrics:
    • Higher click-through rates (CTR) and lower bounce rates are common with branded keywords, as users are specifically looking for your brand.
  1. Limited Reach:
    • The audience size is restricted to users already aware of your brand, limiting potential new customer acquisition.
  2. Diminishing Returns:
    • Once you have captured your audience using branded keywords, there is little room for growth compared to unbranded keywords.
  3. Potential for Brand Bidding by Competitors:
    • Competitors may bid on your branded keywords, potentially driving up costs and diverting traffic.

Unbranded Keywords


Unbranded keywords are general search terms that do not include any brand names. These keywords are related to products, services, or topics relevant to your business.

  1. Broader Audience Reach:
    • Unbranded keywords help you reach a wider audience, including potential customers who are not yet familiar with your brand.
  2. Higher Traffic Volume:
    • These keywords often have higher search volumes, bringing more traffic to your site.
  3. Brand Awareness and Discovery:
    • By targeting unbranded keywords, you can increase your brand visibility and attract new customers who are in the research phase.
  4. Competitive Advantage:
    • Capturing traffic from unbranded keywords can give you an edge over competitors who may not be targeting these terms effectively.
  1. Higher Cost and Competition:
    • Unbranded keywords often have higher competition, leading to increased CPC and overall advertising costs.
  2. Lower Conversion Rates:
    • Users searching for unbranded keywords may be in the early stages of the buying process, resulting in lower conversion rates compared to branded keywords.
  3. Less Specific User Intent:
    • The broad nature of unbranded keywords can attract less qualified traffic, making it harder to filter out non-potential customers.
  4. More Challenging to Rank Organically:
    • Due to higher competition, it can be more challenging to achieve high organic rankings for unbranded keywords.


Both branded and unbranded keywords play crucial roles in a comprehensive digital marketing strategy. Branded keywords are valuable for converting existing awareness into sales, reinforcing brand loyalty, and maintaining control over brand representation. On the other hand, unbranded keywords are essential for attracting new customers, increasing brand visibility, and capturing a larger share of search traffic.

A balanced approach that incorporates both branded and unbranded keywords can maximize your reach, improve conversion rates, and ensure sustainable growth in the competitive digital landscape. Tailor your strategy based on your business goals, target audience, and competitive environment to achieve the best results.

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