How to improve Google Search ads performance by splitting branded and non branded keywords

Supplementary Guide

These steps allow you to replicate the analysis. For context and more examples, we recommend you watch the video above.

Step 1: Filtering Out Branded Keywords

1. Go to your Performance > Paid > Google Search Ads dashboard in Dreamdata

2. Use the branded search filter to exclude branded keywords from your analysis.

This step is crucial to understand the real impact of your ads in generating new customer interest and sales pipeline.

Step 2: Understand the Impact of Branded Keywords

Observe the differences in metrics, such as cost per acquisition (CPA), with and without branded keywords.

You might see that your CPA is low but goes up once you exclude branded keywords. This comparison will accurately reflect the effectiveness of your ads in generating new demand, instead of showing you ones leveraging existing brand recognition (reaping off the benefits of everything else you do on other platforms, your product sales team, etc.)

Now you have a more realistic view of what it costs to acquire new customers through Google Search Ads.

Step 3: Make Strategic Decisions Based on Real Data

Based on your analysis, decide whether to continue, increase, or modify your Google Search Ads strategy.

Use the insights gained to focus on what truly drives new customer engagement and sales pipeline growth.