The paid search space is notably complex and fast-paced. Within affiliate marketing, it’s often seen as difficult to master, fairly competitive, and exclusive—requiring intelligent data analysis and flexible budgets to come out on top.
However, regardless of your paid search strategy, affiliate search partners are ready and waiting to support your needs and drive incremental revenue in efficient and strategic ways!
This article dives into what makes non-branded keyword search different from branded, the benefits of a non-branded keyword search strategy in affiliate, why you should work with third-party search partners, and a short list of recommended partners.
The Difference Between Branded & Non-Branded Keyword Search
Within paid search, advertisers can utilize two equally important strategies:
Branded Keyword Search - Commonly referred to as trademark bidding or TM+, branded keyword search is when the brand/company name is included in the paid search terms. This strategy is highly effective and therefore highly regulated by advertisers. Many hold deep-rooted reservations about allowing third parties access to their branded terms as it carries an assumed risk in how their brand is portrayed in the search space.
Non-Branded Keyword Search - Vastly different than the branded keyword side, non-branded keywords are related to your brand, products, or services, but don't explicitly reference your brand/company's name. For example, generic terms like ‘best mattresses’ or ‘mattresses for side sleepers’ would qualify as non-branded keywords.
The Importance of a Non-Branded Keyword Search Strategy in Affiliate
Now that we have a clear definition, let’s outline some of the beneficial aspects of employing a non-branded keyword search strategy within your affiliate program:
Broaden Your Reach
Bidding on non-branded keywords allows you to reach a wider audience interested in your products, even if they haven’t discovered your brand—yet. Non-branded keyword campaigns can enhance your visibility in search results for general industry-related queries. Enticing consumers with new-to-file, introductory offers is a great way to stand out from the crowd and improve overall share of voice (SOV). This approach drives more traffic to your website, capturing potential customers who are still in the research phase and have not yet committed to a brand. This is your chance to nudge those consumers closer to conversion!
As Aaron Wald of Money Group put it, “Consumers searching for non-branded terms like ‘best mattress’ often lack brand loyalty, so third-party validation is crucial in their buying process. Aligning with a reputable site like Money.com helps them find, evaluate, and purchase your products or services at scale and at a CPA that aligns with your business needs."
Improve Competitive Placement
Ranking well for non-branded keywords can position your brand as an industry authority and showcase your expertise, boosting your credibility and increasing user trust. This trust can lead users to search for your brand directly in the future. Showing up alongside competitors is key to capturing audience interest; if you’re not there, you’ve lost the opportunity. By building visibility through non-branded keywords, you contribute to long-term brand recognition.
Strengthen Your Marketing Strategy
Balancing your paid search budget between non-branded and branded keywords can optimize your overall ad spend and reduce your cost per acquisition. Tracking the performance of non-branded keywords provides valuable insights into potential customers' search behaviors and interests. This data can help refine your marketing strategy, making it more effective in reaching and engaging your target audience.
According to Tony Pantano, CEO of imwave, a performance search engine advertising agency that’s worked with CJ for over 20 years, “The ads we run come directly from the search engines to our partners’ sites to ensure we don’t drive up their costs and only show up on terms where their internal ads are not running. Working with both small merchants and very large brands, we like working in the CJ platform because, unlike many other affiliate networks, CJ has been able to keep up with the many changes search engines have made and are still able to effectively track conversions.”
The Benefits of Working with Third-Party Search Partners
Third-party paid search partners are pivotal for many reasons, but here are a few highlights that should really pique your interest:
- Expertise: Third-party partners often have specialized knowledge and decades-long experience in managing search campaigns, which can lead to more effective strategy development and execution.
- Access to Advanced Tech: These partners typically have access to advanced tools and analytics platforms that can optimize keyword targeting, track performance, and provide detailed insights.
- Improved Spend and Performance: Leveraging these partners' expertise can help optimize ad spend, reducing unnecessary costs, and improving return on investment (ROI).
- Real-Time Insights: Third-party partners can continuously monitor and adjust campaigns based on performance data, ensuring that your non-branded keyword strategies are always aligned with current market trends and user behavior.
Find Search Partners that Specialize in Non-Branded Keyword Search Today
If you’re feeling excited about the opportunity that awaits with a non-branded keyword strategy, you’re in luck! CJ has the leading paid search partners in the industry ready to help you achieve your goals.
Here are just some of the many paid search publishers that specialize in non-branded keyword search and are eager to partner with advertisers:
Remember, if you’re not present in non-branded search results, your competitors are likely capturing those consumers’ attention. It’s never too late to start building strategic partnerships that complement your existing paid search efforts!
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Want to learn more about CJ's vast network of partnership opportunities? Request a free consultation today!
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