What do branded queries mean?

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Contextual advertising, as is known, is based on correctly selected key queries. The user, filling in the search engine line, enters phrases that most accurately reflect his needs for information, goods and services.

In response to the received request, the robot shows a list of relevant links, as well as advertiser blocks that can satisfy these needs. Among the general mass of search phrases, branded queries stand out especially. What advantages they provide for website promotion, we will analyze in our article.


From English, brand is translated as "brand". Marketers use the word "brand" to mean "trademark". Despite the many different definitions, the essence of this concept is simple: a brand christian churches email list is considered to be a specific feature inherent to a specific manufacturer, thanks to which consumers can easily distinguish its products from competitors' offerings. This can be a symbol, a logo, a combination of colors - in a word, anything that allows a company to become recognizable.

If a person types "buy a tracksuit" into a search engine, he is using a regular commercial query. But if the company name is added to this phrase ("buy a Nike tracksuit"), the query immediately becomes a brand query. It confirms the consumer's desire to buy a product from a specific manufacturer and their loyalty to this particular brand.

However, promotion by such key phrases has opponents who, not without reason, believe that a company occupying top positions in organic search results does not need advertising by branded queries. Moreover, it wastes its budget, because it does not complain about the lack of advertising clicks. Why pay for brand promotion?

That's right, these queries are pulling some share of organic transitions, but at the same time they will contribute to the increase in traffic. It is difficult to predict the specific results of such distribution, they are influenced by many factors, but the general trend can be deduced based on the results of large-scale studies.

Bing conducted one of them in 2014, analyzing 3 million search results.

The conclusion reached by Bing specialists confirmed the validity of promotion by branded queries: the advertiser received 31% additional clicks, while the loss of its own organic search results amounted to only 11%.