E-commerce Insights Give Search Marketing Campaigns a Chec

4. Scan by your brand. Sort the keyword-level cost and sales data alphabetically by keyword. Scan the list for your brand name ("Brand Name," "BrandName" or "BrandName.com") and its common misspellings, and pull those rows to the top. What fraction of your sales comes from your brand name? What fraction of your costs? Most will find ads on their brand to be highly profitable. Realize these sales come from customers already seeking you by name, and thus reflect prior advertising.