For advertisers purchasing their brand via SEA, 75% of conversions, on averag, are attributed to a brand keyword. This is a significant percentage. But what if we take a closer look?

1. notes april 2014
SEA: GENERIC KEYWORD REVALUATION
THROUGH BRAND DEPRIORITIZATION
75%
of conversions, on
average, are attributed
to a brand keyword.
This is a significant percentage. But what if we were to take a closer look?
These results are generated with a "last click" attribution model,
of the kind used by most media optimization tools on the market.
This approach, however, can sometimes conceal another critical factor...
For advertisers purchasing their brand via SEA,
We at Keyade hypothesized that a fraction of these so-called "brand"
conversions were in fact being originally triggered by a generic keyword.
generic keyword search conversionbrand search
conversionbrand search
brand

2. notes
SEA: GENERIC KEYWORD REVALUATION
THROUGH BRAND DEPRIORITIZATION
Keyade is an independent company specializing in performance-based online media acquisition (Keyade Agency), and its conversion using dedicated
technologies and services (Madmetrics). Launched in 2006, Keyade now operates in over 80 countries from its offices in Paris, France, and Dubai, UAE. Its client
portfolio includes OLX, Meetic/Match.com, Air France, Jumeirah, Redoute and Voyages-SNCF.
In 2011 Keyade received capital investments from entrepreneurs Marc Simoncini (Meetic, iFrance) through his Jaïna fund, and Fabrice Grinda (Zingy, OLX).
Headquarters: Keyade, 8 rue du Sentier, 75002 Paris – France. Simplified joint-stock company (SAS) with a capital of 49,481 Euros, registered with the Trade
and Commerce Register of Paris under number B 490 339 207—CNIL (National Commission for Information Technology and Privacy) no. 1244457
www.keyade.com / contact@keyade.com / +33 (0) 1.44.79.38.13
Convinced of this approach, for the past two years we have been using this attribution
model to analyze nearly all of our client accounts and campaigns.
In the ultra-competitive online advertising market, the battle for market share is
waged over generic keywords. At Keyade, we revaluate these keywords to give your
campaigns the added value needed to succeed and grow.
For several months, we used this attribution model with advertisers for whom we
manage brand purchases. The results?
+85%
UP TO
for some
advertisers
+15%
35%
UP TO
for some
advertisers.
8% This automatically increases the
profitability of the generic keywords in tandem.
of so-called "brand" sales
are reattributable to a
generic keyword upstream.
average increase in
conversions for generic
campaigns.
generic
keyword search
ad
click
brand
search
conversion
brandgeneric