Branded search is a somewhat polarizing part of paid search.
While branded searches tend to signal stronger levels of intent than the average unbranded search, there is still something inherently frustrating about it as a marketer. Why am I spending money to attract a searcher who has already demonstrated an interest in my brand? Why do I have to deal with competitors driving up the bid on terms I should already automatically 'own?'
This is especially poignant since Google pivoted to a first-price auction a few years ago, where the cost is determined by the winning bid, not the second-place bid. As a result, many advertisers have experienced increased costs-per-click. This adds an extra layer of urgency to assessing our approach to paid search and branded search.
As it turns out, though, Yext Answers makes our branded search dilemma a bit easier.