What Every Multichannel Merchant Should Know About Paid Search Performance Audits

It’s important to segregate all these brand terms from your nonbrand results. Your portfolio of non-brand terms represents your acquisition efforts, bringing in customers who weren’t looking specifically for you.

The efficiency will be worse in your nonbrand portfolio. That’s normal and it’s OK to use the high-sales/low-cost branded portfolio to subsidize the nonbrand portfolio by a reasonable degree. What you don’t want to see is truly horrible nonbrand terms hiding behind the positive halo of your branded terms.