So we pulled the search terms on an account last quarter.
By elizabeth-greene-junglr · September 20, 2026 · Curated by George's Blog
So we pulled the search terms on an account last quarter.
The actual terms converting.
Branded spend alone was over $40,000.
Every dollar of that was defending the brand name, and none of it was pointed at shoppers who don't know them yet.
Those campaigns make you spend on the market share you already have.
A shopper typing your brand name was already coming.
What we did was cap it, put branded in its own campaigns, and give it its own target and its own rule set.
Conservative.
Because I'd rather not lose money converting someone who already wanted us.
Everything else went to non-branded and ranking.
What's your branded spend sitting at right now, as a percentage of total?