Google Ads is adding a new conversion type called Branded Searches. This feature tracks the number of users who search for a brand on Google Search or YouTube after viewing an ad.

Google aims to provide advertisers with more insight into how upper-funnel campaigns, such as YouTube ads, impact search behavior. The aim is to help advertisers understand whether their ads are successfully generating brand interest.

Google aims to provide advertisers with more insight into how upper-funnel campaigns, such as YouTube ads, impact search behavior. The aim is to help advertisers understand whether their ads are successfully generating brand interest.

This feature allows advertisers to connect the dots between an ad a user sees (an "awareness" campaign) and the user’s next action of searching for the brand (a "search behavior").

How Branded Searches works

Branded Searches tracks user activity within 30 days of viewing an eligible ad. If a user sees an ad and later searches for the brand on Google or YouTube, the conversion is counted.

For example, a shoe brand runs a video ad on YouTube. A user sees the ad while watching a fashion video. She's not ready to buy right away, but later that day, she searches for the brand on Google. Branded Searches attributes this action to the original ad view, giving the campaign conversion credit.

This shows that the video ad effectively raised brand awareness and influenced the user’s search behavior, even without a click. It could help the marketing team evaluate the ad’s impact beyond views and clicks.

According to Google, the attribution model uses a view-through conversion setup. This means the last ad the user saw before searching receives the credit.

Where it works and what advertisers need to know

Branded Searches is available for campaigns running on YouTube, Discover, and Gmail. It supports Video, Performance Max, and Demand Gen campaigns. However, advertisers can’t yet optimize campaigns based on this metric. Google says optimization features may be introduced in the future.

To ensure accurate tracking, advertisers must properly configure their Brand Mapping. This includes defining the correct spellings and variations of their brand name. Without proper setup, tracking may be incomplete or inaccurate.

‍

Get Smarter at Marketing
The Keyword weekly update → your inbox
Writer, The Keyword
Nelson Oboh
HOME PAGE
Google Ads

‍

01
How can your services help improve my website's performance?
Our services enhance your website's performance by optimizing load times, improving user experience, and ensuring seamless functionality across all devices. We specialize in custom Webflow builds that are tailored to your specific needs, ensuring your site is both visually appealing and highly efficient.
02
What is the process for starting a project with your team?
Our process begins with an initial consultation to understand your goals and requirements. We then conduct a thorough analysis of your current setup, followed by a collaborative planning phase where we outline the project scope and timeline. Once the plan is approved, our team gets to work on designing and developing your custom Webflow solution.
03
How do you ensure the security of the websites you develop?
We ensure the security of the websites we develop by implementing robust security protocols, including SSL encryption, regular security audits, and secure coding practices. Our team stays updated with the latest security trends and threats to proactively protect your site from vulnerabilities.
04
What support do you offer after a project is completed?
After a project is completed, we offer comprehensive support to ensure your website continues to perform optimally. This includes regular maintenance checks, updates to keep your site secure and up-to-date, and troubleshooting any issues that may arise. Our team is always available to provide guidance and assistance as needed.
05
What is your approach to handling website redesigns?
Our approach to website redesigns involves a comprehensive analysis of your current site to identify areas for improvement. We prioritize user experience and performance, ensuring that the redesign aligns with your brand's goals and enhances functionality. By leveraging the capabilities of Webflow, we create visually stunning and efficient websites tailored to your specific needs.