How to calculate traffic for branded queries

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Active promotion should produce real results, expressed in numbers.

To analyze traffic for branded queries, Yandex.Metrica is used. In the "Reports" section, select "Standard reports", then "Sources" and then "Search phrases".

2 strategies for promoting branded queries

We receive data on all queries that medical insurance leads email list users used to visit the site during the reporting period. The next step is to select “Visits in which” – “Sources” – “Search phrase” and specify the brand name. Do not forget that people can enter a query in different ways, including with typos. To get the most accurate results, several selections are made. The checkbox next to “All conditions” is mandatory. As a result, the report will present the number of brand queries.

Google Analytics

In Google Analytics, brand traffic is calculated as follows: in the section "Traffic sources - Search Console - Queries" we set an additional search parameter for the query. Then, when compiling the sample, we specify all the variations of the brand name that can be used by users.

The amount of branded traffic is also checked in Google Search Console. On the “Efficiency” page, we set the filter “Queries containing”. As a result, we see separate indicators for each spelling variant.

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The benefits for a company from promotion by branded queries are obvious: its positions in search results improve, even for those keywords that do not contain the brand name. The main principle that should be followed is that all honest means are good . Any opportunities for brand promotion that do not go beyond the legal can and should be used.

What to do if your competitors are using your branded queries
There are only two ways to counter unfair practices by your opponents:

Filing a complaint with the advertising department.

Many advertisers, faced with the use of their brand queries by competitors, make the same mistake - they try to protect their own interests, acting exclusively within the legal framework. In doing so, they rely on paragraph 2 of Article 1484 of the Civil Code of the Russian Federation, according to which the use of a trademark by third parties when placing advertising materials is permitted only for the purpose of individualizing the goods or services for which it is registered.

This means that when selling iPhone 11, you are authorized to use the model name in contextual advertising, although it is owned by Apple Corporation under the intellectual property rights.Filing a complaint with the advertising department

A clear violation of current legislation is the use of constructions such as “Don’t go to M.video – buy from us!” in advertising, since such phrases fall under paragraph 3 of Article 1484 of the Civil Code of the Russian Federation (mentioning a third-party enterprise for the purpose of promoting your store and obtaining commercial benefits).

The services that organize the display of contextual advertising quite strictly suppress the actions of companies that try to use "gray" marketing schemes in promotion. Google AdWords has a special form for filing complaints in cases of trademark use that goes beyond what is permitted.

And although the law is always on the side of those who have the full right to use the brand and to protect their interests from unscrupulous competitors, it is not worth relying solely on legal methods of influencing violators for several reasons:

Contextual advertising services consider complaints for several weeks, during which time your potential customers will go to competitors;

Even if the competitor's actions are deemed illegal and he can no longer place contextual ads with your brand name, he will still be able to use someone else's product name as part of the keywords, since this does not violate the operator's rules;

If the service administration does not see anything illegal in the competitor’s actions, they will have to go to court to protect their interests, which means at least several months of proceedings.

It is important to understand that the court will only accept a claim in which the fact of violations is documented. For example, mentioning a brand in the body of an advertisement, in a link, and as a URL parameter required to collect statistical data is sufficient evidence of using someone else's brand for their own commercial interests. See how unscrupulous advertisers try to attract customers with the help of a crude fake of "Aliexpress":