Splitting the marketing strategy into branded and non-branded traffic can enhance campaign results

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 12, 2019, 4:34 PM UTC

Businesses should focus on branded traffic to effectively plan their budget and improve marketing campaigns.

This piece argues that companies can increase the performance of their marketing campaigns by splitting their keyword strategy into branded and non-branded traffic. A smec study reveals that branded traffic from Google Shopping and Amazon allows brands to improve their campaign performances.

Investing in branded traffic can help brands improve their return on ad spend (ROAS) as Google search users are usually brand-aware and go farther down the sales funnel. However, marketers can also exploit branded CPCs as brand names in search queries usually indicate purchase intent.

Creating a strategic differentiation in marketing campaigns for Amazon and Google shopping can help marketers enhance their conversion rates. The author also contends that brands should set bids per product and split campaigns by devices to create better differentiation.

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