Difference Between Brand and Generic Keywords

Classify Your Brand and Generic Keywords

What are generic keywords?

• Generic keywords tend to attract new customers to your business. 
• You can reach folks looking to buy, but not necessarily from you.
• They may not know that you offer this, or maybe they just forgot that you offer this specific product and this is a great opportunity for you to remind them about this fact.

What are Brand keywords?

• Brand keywords can connect you with returning customers. 
• This shows an ad for searches that contain your brand name.
• Now they may know your brand name from a variety of different sources. 

They may have heard of you from maybe a television ad, or they could've been searching for something that just happens to contain your brand name or maybe they're just coming back to your site from that time. For whatever reason, there's just people that have heard of you before and are searching for you by name specifically.

Because of that, it's going to be about different traffic between brand and generic, and you're going to want to manage that traffic differently. Something to keep in mind is that you might want to have actual different campaigns within Adwords to manage the generic and brand keywords. Because budget and some other controls are set at the campaign level, you might want to manage your campaigns differently. 

Generic and brand aren't going to have the same results expected of them, so you may want to manage them separately. Additionally within generic, there might be different types of keywords, so think about what you want from a keyword and think about what its goals can be.

Source: youtube: Adwords

Choosing the Right Keywords- Google Adwords

1. Align keywords with business goals

Think holistically about how customers could reach you. 

Why: Your keywords should reflect all of the different types of user queries that could help someone find you when they’re looking for something you offer.

Ans:Many advertisers search the keywords form different sources. There area a host of different sources available to you to find the right one and use the source and genrate the keywords. you should think holistically about all the different ways that potential customers could reach you

Align your keywords and their management with your overall business goals. 

Why: Different keywords have different purposes, and they should be held accountable to the goal that most aligns with their purpose.

Analyze your keyword list and delete low search volume keywords.

Why: Reduce clutter. If keywords aren’t going to drive any traffic for you, there’s no need to keep them around.