The Media Value of Partial Brand Search Query Terms

We live in a predominately binary world where most things are boiled down into two distinct categories. Hot and cold. Light and dark. Good and bad.

The same is true when it comes to the cornerstone of search advertising: keywords. Most advertisers and marketers separate keywords into two categories: brand and non-brand.

Brand keywords indicate specific brand interest and intent. Consumers searching with brand keywords could simply be using a company's name (ex. Apple, Chewy, Ikea) or be looking for specific products attached to that brand (ex. Apple Airpods, Chewy subscription, Ikea furniture).

Non-brand keywords are more generic searches with less defined consumer intent. They encompass broader terms relevant to a product or service a user is searching for without a predetermined brand or product line in mind (ex. wireless headphones, pet food, bed frames).

But there's an important middle area in the brand vs. non-brand binary that many advertisers tend to overlook: partial brand keywords. The value of partial brand queries lies in their unique opportunity to capture both brand loyalists as well as convert potential new customers.

However, most advertisers fail to bid on their own partial brand query terms, causing them to miss out on gaining significant headway in market share and ultimately losing traffic and conversions to direct competitors.

adMarketplace conducted a test to uncover the true media value behind partial brand search query terms, and the results were eye-opening. By mapping a major live entertainment ticketing brand's partial brand queries to two of its closest direct competitors, we found that the competitors won a significant portion of that brand's potential search traffic and clicks.

Stemming from this experiment, we came to a rather sound conclusion: by strategically allocating ad spend to partial brand queries and keywords, advertisers can unlock new avenues for growth, expand their customer base, and maximize overall traffic, performance, and revenue.

Check out the full results below and gain insights into the value your partial brand queries can bring to your search advertising campaigns today.