All terms
— Operating practice
Brand vs non-brand
Brand traffic comes from searches containing your name; non-brand from generic category searches. Separating them is the first honesty test of any search account.
— In practice
Brand clicks are cheap and convert at multiples of non-brand because the customer arrived pre-sold — mostly by everything else the business does. Blending them produces a flattering average that hides prospecting economics: an account reporting 6x blended ROAS may be 12x brand and 1.8x non-brand.
Structure them separately, report them separately, and reserve incrementality skepticism for brand spend in markets where you rank #1 organically.
— Related terms
Want to know what yours is?
The free audit reads your actual account and computes the numbers behind every one of these definitions — no generic benchmarks.
Run the free audit