Roots Network
Advertising on branded keywords is often misunderstood. Advertisers either take too much credit for branded keywords, or they deem the impact of branded keywords completely zero.
The question that is often asked: Should we invest in branded keywords?
However, the question we should ask: How much should we invest in branded keywords to have a positive incremental ROI?
In this article I will answer this question in 4 steps:
- How to judge the performance of your branded keywords
- How to segment your branded keywords
- How to calculate the incrementality of branded keywords
- Pulling it together: how to adjust your targets based on incrementality