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What are brand terms?

Last Updated: Jan 08, 2015 05:26PM GMT
In this article we will discuss:
  1. What is a brand term?
  2. How do my brand terms work?
  3. What's an example of a brand term?
  4. Why are brand terms useful?
  5. How do I view or change a project's brand terms?

1. What is a brand term?

A search term can be labelled a brand term, when a user mentions the brand within their search phrase.

This could be when the search user wants to visit a website and to do so they search for the brand. This could be because they don't have the site bookmarked or don't know the URL or, so instead they make a search for the brand.

They may search for "brandname.com" however, they may use a slightly different brand term, or even a spelling mistake.  

Defining all the possible brand terms a user may search for will help categorise them into one segment or group.

2. How do my brand terms work?

Trackpal passes through the list of brand search term keywords into Google Analytics using a contains statement and an OR statement. 
  • Contains means that it contains the whole word with no additional characters on the word - so buzzfast wouldn't count as a brand term for buzzfasttravel, but it does cater for all variations of search phrases containing buzzfast. (E.G. "who are Buzzfast?")
  • OR statements allow for multiples, so we can use multiple brand terms. 
    All words in the search phrase are checked against all brand terms entered, if there's one match it will be labelled a brand term.

3. What's an example of a brand term?

Example

We will create a list of brand terms for our fictional travel agency:
  • Oliver Smith's Buzzfast Travel - located at 28 Bridge street in Mayfair, London.

A user who makes a search for the brand may make a spelling mistake, or even aim to find it via it's address or Owner's name. So, we can account for these type of searches and include them as our brand terms.

We could enter our list of brand terms as:
  • www.buzzfasttravel.com
  • buzzfasttravel.com
  • buzzfasttravel
  • buzzfast
  • buzfast
  • buzz
  • buz
  • Oliver
  • Olly
  • Ollys
  • Ollies
  • Smith
  • Smiths
  • Bridge Street
If someone's search query contains at least one word that matches any one of the above terms - it will be correctly labelled as a brand term.

For example these search phrases all contain at least one or more words that match our list. They will all be segmented as a brand term organic search:
  • The Oliver Smith, Travel company UK
  • Buzzfast
  • Buzz Travel
  • buzfast 
  • Who are Buzzfast?
  • olly smith
  • buzz travel
  • bridge street travel agency
Note: Notice how if a user searches 'Fast Travel in the UK' there's no match and this will correctly be labelled a non-brand term organic search. Also, 'Mayfair travel' would not match, but 'Ollies Travel Agency in Mayfair' would as it contains the brand term "Ollies".

4. Why are brand terms useful?

Segmenting organic searches between brand term vs non-brand terms can provide reporting and analysis to highlight many useful insights and comparisons.

For example, monitoring and analysing brand terms could show insights of how a radio brand awareness campaign is performing. 

5. How do I view or change a project's brand terms?

To view or change brand search terms, follow these steps:
  1. Click on Projects under the Account Management group.
  2. Select the project to work on.
  3. On the Jobs tab, select the project's Google Analytics job.
  4. On the right Task menu, select: Edit Advanced Settings.
  5. Here you can view and edit the projects brand terms under Enter a list of brand terms.
  6. You can manually refresh the GA data to run reports that will then show the changes, or wait until Trackpal's monthly scheduled data collection runs.

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