Using branded and non-branded traffic to increase visibility and attract an audience

The key question of marketing is: brand or not brand?

In order to successfully optimize and effectively use brand traffic, it is necessary to adhere to the principles of honesty and ethics.In this article, we will look at the necessary instructions on how to distinguish non-branded traffic from branded traffic so that you can navigate this area correctly.We will also take a detailed look at various strategies for using branded traffic and identify important aspects that should be taken into account when working with it.

Types and differences of traffic

Brand traffic is a key component of a successful marketing strategy and website optimization. This is the traffic that comes from queries containing the name or attributes of your brand. For example, queries that contain the brand name in whole or in part, as well as queries entered with an incorrect keyboard layout or containing the brand name with a typo.

Examples of brand queries may include "Vibero", "Vibero website", "Vibero CRM", "Vibero com official website".

A distinctive feature of brand traffic is its direct connection with your brand or company. This type of traffic often manifests itself as a result of active user interest in your brand and its products or services. Brand traffic has a high conversion propensity because users are already aware of your brand and are likely interested in your content or products.

One of the advantages of branded traffic is its relative ease in reaching the top positions in search results, especially if your site has good vitality and credibility. This is due to the fact that users most often prefer to go to sites known to them by brands, rather than to anonymous or little-known resources.

However, despite the benefits, it is important to remember that brand traffic should not be the sole focus of your marketing strategy. Non-brand traffic, i.e. traffic for non-brand related queries, also plays an important role in attracting new users and expanding the audience of your site.

Non-brand traffic is traffic that comes from requests that are not related to the name or attributes of a particular brand. These requests may be general, without mentioning specific companies or products. Non-brand traffic represents a more general interest in certain topics, product categories, or services than in specific brands.

Examples of non-brand queries may include general thematic queries, requests to compare products or services, search queries related to information or a solution to a specific problem. Such requests may be broader and may attract a more diverse audience.

It is important to note that non-brand traffic can be an important source of potential customers, as it can attract those who have not yet decided on a specific brand or are looking for alternative options. Effective use of non-brand traffic can help in attracting new customers and expanding the audience of your web resource or business.

Advantages of brand traffic for arbitration

Brand traffic, with its unique characteristics, demonstrates a significantly higher conversion rate compared to regular traffic. This is due to the fact that the name of the company or brand is mentioned in the queries that attract brand traffic. In addition, there is an increase in type-in traffic when users directly enter the site URL into the browser address bar or navigate from bookmarks.

The positive response of search engines such as Google to branded search signals further contributes to an increase in the site's ranking. However, in order to gain advantages in ranking, it is necessary that the sites pass a vitality check, including the compliance of the domain name with requests, the presence of information about the company in the Google My Business service, the use of various brand spellings in link anchors, as well as the provision of reliable, objective and up-to-date information on the site.

When using brand traffic in arbitration campaigns, it is recommended to apply a brand bidding strategy based on positioning for keywords, slogans and mentions of a particular brand or product. This leads to a lower cost of conversion and increases the effectiveness of the advertising campaign due to the wide recognition of the mentioned brands.

Why are there restrictions on the use of branded traffic

Arbitrageurs often try to use the brand name to attract traffic, which causes dissatisfaction among the brands themselves. Therefore, many brands impose bans on the use of their name in contextual advertising. However, there is a subtlety: direct mention of the brand is prohibited, but allusions to it, slogans or associations with the brand are allowed.

It is technically difficult to track brand traffic, as arbitrageurs use various tricks, such as mentioning brands and directing traffic from different geographical locations and devices. This makes automated tracking difficult, and manually monitoring search queries takes a long and time-consuming time.

However, the use of brand bidding and the benefits of brand traffic can be achieved. To do this, you need to place contextual advertising using keywords, deftly translate mentions into other languages or use derivatives of the brand name.

The bottom line is that arbitrageurs, mentioning brands, are trying to get traffic at the expense of someone else's fame. In turn, brands actively protect their traffic by imposing appropriate restrictions.

Conclusion

Branded traffic differs from non-branded traffic by mentioning a company in search queries. Even if the brand name contains an error or the wrong keyboard layout is used, it does not matter as long as the search engine understands the user's intentions. The main difference is that brand traffic can be targeted with advertising budgets at lower rates than regular traffic. However, due to the same reason, it is strictly controlled and periodically cut, limiting the possibility of use only for unofficial sites.

Despite the limitations, the use of branded traffic remains profitable, as leads are usually cheaper. To maximize the use of brand traffic, arbitrageurs use various tricks, such as targeting different geographical areas and times, as well as indirect mentions of the brand and its slogans. These tricks are difficult to track automatically, so it is possible to get leads before they are cut or limited.