Both search engine giants have written separate studies analyzing the effects of branded and non-branded search terms in paid advertising. After analyzing millions of impressions for paid searches, both major search engines report an incremental lift in overall traffic when branded keyword campaigns are added as part of a paid search strategy. An incremental lift means site visits generated by these branded search ads are not replaced by organic visits when paid ads are paused.
This proves that brand campaigns don’t just take traffic you would already get, they add to it!
• Google: 50% of clicks are incremental. These clicks would not have occurred without the paid ad campaigns.
• Bing: 31% more clicks when a brand ad is present.