What Every Multichannel Merchant Should Know About Paid Search Performance Audits

Perform all of these spreadsheet analyses separately for each engine, as the engines differ in their performance. Separate “brand” from “nonbrand” results. The goal of this step is to understand your search economics beyond your brand halo.

Gauge Search Word Origins

4. If you’re an established cataloger with a well-known brand (think Lands’ End, L.L. Bean, Harry & David, J. Jill, etc.), a large portion of your pay-per-click sales will come in on your brand name, your brand name plus additional words (“Bean boot”), misspellings (“Hary & David”) and URLs.