Stop Guessing Your Brand Awareness Without Measurement

We rarely talk about branding in SEM. We know that it's not that efficient to do coverage by keyword search. Lots of backfire thanks to the quality score system.
However it doesn't mean that we are unable to measure the brand awareness by monitoring the search trend of brand and non-brand keywords. The topic has been brought up lately, being a popular measurement with easy setup in GA.

I just created a Google Analytics Dashboard. I call it Brand Effectiveness Dashboard

The Purpose

Especially when you perform viral marketing or vast marketing, you may ask: Have my new product/brand being implanted into customer memories? or let the public familiar with my brand effectively? The dashboard will tell and logic is simple. We monitor brand keyword search trends.

The Setup

1. Click the link and import Brand Effectiveness Dashboard into GA
2. Create 3 segments

1. Brand Term is the search query includes brand keywords


2. Non-brand Term which is simply "does not contain" the brand keywords in query
3. Keywords Traffic is total entry by search excluding not provided and not set

 Go to the dashboard and run with the 3 segments!

 There are 4 Tables developed! 

Table 1 - Brand Term Search Trend

• Orange line indicates the trend of brand terms being searched. 
• I put session be the metrics.

Table 2 - Brand Term Portion

• More readable with "compare to" previous period. 
• It is up to you for including model or series as "brand"

Table 3 - Source

• Separate sessions by search engines, Yahoo and Google.
• For Yahoo, more users search non-brand terms which have slightly higher conversion rate 9.48% vs 10.13% 
• For Google , users search non-brand terms 4X more than brand terms. However brand words have higher conversion rate.

Table 4 - Landing Page Performance of New/Old User by Brand/Non-brand Keywords

(I admit this one is quite tailored to business and less straightforward)

so... what does it tell?

It tells the user behavior(Bounce Rate) according to the keyword type searched(Brand/Non-brand terms) of each product(landing page). 

Let's see the example below

• The pink bar is front page. From the bounce rate different, 47.73% to 16.78%, it tells us landing new users to front page by non-brand term is quite a wastage. We can apply RLSA strategy to manipulate the volume.
• The blue bar is category page. There is 51.59% bounce rate for new users enter by non-brand term vs 38.94% of the old users. Again, we can differentiate users by RLSA with tailor message in order to lower the bounce rate.