Paid search on queries containing the advertiser's own name. Brand search is cheap, converts well, and is the most contested tactic in measurement: it defends against competitors bidding on the name and captures demand that was already headed to the site. Whether to buy brand terms, and how much of it is incremental, is answered with a Geo Experiment or a paused-campaign test, not with ROAS.
Related terms
Used in The Signal
- A Beauty Launch Is Won Before the Shelf
- A Good ROAS Is Whatever Your Margin Says It Is
- Automotive's Three Tiers Are Fighting Over the Same Buyer
- B2B Quietly Works on Meta
- Bidding on Your Own Brand Name Is Not a Scandal. It Is Math.
- Brand Awareness Is Measurable. Stop Letting People Tell You Otherwise.
- CAC Is Not CPA, and Confusing Them Costs Real Money
- CTR Benchmarks Are Where Strategy Goes to Hide
Cite this entry:
Agency Echelon. "Brand Search." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/brand-search/