Give brand and generic search different jobs
Chanelle Dzwowa explains why brand and generic search can look very different while both contributing to a marketing plan. Brand campaigns tend to capture existing intent, whereas generic activity can introduce a business to people who do not yet know it. Her article challenges teams to define those jobs before comparing cost per acquisition. Read it when a budget discussion treats the cheapest campaign as the only useful one, and consider what evidence would demonstrate additional customers rather than simply more attributed conversions.
PPC Live · Published
Why make time for it?
A useful starting point for explaining brand efficiency and generic growth to stakeholders.
What to look for
- Define the intended job of each campaign before setting its targets.
- Test additional customer acquisition rather than inferring it from attribution.
Keep in mind
A practitioner’s strategic perspective. A conversion path alone does not prove that a campaign created incremental demand.
Take this question into the article
What would show that generic search reaches customers brand search would not capture?
The people behind the article
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Read the full articleReading notes reviewed 30 Sept 2026. The publication date above belongs to the original source.