Branded keywords are search terms that include the name of a company, product, or brand. For example, “Apple iPhone 15” or “Nike running shoes” are branded searches because they show clear intent toward a specific brand. These keywords usually indicate strong interest or purchase intent, as the user already knows the brand and is seeking more information or a direct purchase.
Targeting branded keywords in search campaigns is common because they typically deliver higher click-through rates and lower cost per click. However, it’s not just about paid search. Optimizing your website for branded terms ensures that people looking specifically for you find accurate, up-to-date results rather than third-party listings.
Competitors sometimes bid on branded keywords to capture attention from your potential customers. Protecting your brand space with your own ads helps maintain visibility and credibility. You can also monitor search trends for variations or misspellings to ensure complete coverage.
Branded keywords are also a measure of awareness and loyalty. As your reputation grows, searches containing your brand name tend to increase. They reflect trust—people search for what they already value. Managing and optimizing for these keywords is not only a defensive move but also a way to strengthen brand presence across the search landscape.
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