How did we collect the data?
Posted: Thu Jan 30, 2025 6:32 am
Similar to the Rimm Kaufman Group study, I monitored three of our customer accounts over a period of six weeks and activated and deactivated brand campaigns on a weekly basis. I then analyzed the impact of the AdWords ads on the total number of clicks generated, CTR and conversion rate as well as on the organic clicks, organic CTR and organic or AdWords conversion rate.
To do this, I looked at the numbers for the AdWords Brand ad group and the traffic segmented by brand terms in Google Analytics .
It should also be mentioned that no further AdWords ads were placed on the brand of domain 1, three to four more ads were delivered on domain 2 and a competitor placed AdWords on the brand on domain 3. In all three cases, the brand ads were consistently found in the first ad position. In addition, the ads used the ad sitelinks, which in all cases led to popular category pages to help with navigation.
Among the domains examined were two online shops and a service provider website.
Here are the results.
The results of the Brand Bidding study
Brand Bidding Total Analysis
If you look at the first table, “ Brand Bidding Overall Analysis ,” you can’t really draw any conclusions. It’s more to give you an overview of the overall data. You can see that the average click rate on france phone number data AdWords ads is 14.97%, and on organic search results in first position it’s 45.09%. On the service website, the dominance of organic search results in terms of CTR is much clearer than on the two online shops. This may be because the ad sitelinks were much more present here, and were used in the shops for direct navigation on deep links. However, since the behavior of searchers when searching for the brand differs from that of other search queries , I would be cautious about making any generalizations here.
The conversion rate for AdWords ads was on average 8.34% and for organic listings 6.42%. For both online shops, the conversion rate for AdWords was higher than for visits via organic search. For Domain 2, the conversion rate for visits via the organic search results was better.
Things get more interesting when you look at the results for the study intervals with and without AdWords ads, as shown in the table “ Brand Bidding Analysis by Domain ”.
Brand Bidding Analysis by Domain
Brand Bidding Analysis by Domain
Here we were unable to determine any positive effect of AdWords ads on CTR and conversion rates, for example, as Google likes to argue. Interestingly, here again it is Domain 2, the website from the service sector, that stands out compared to the online shops Domain 1 and Domain 3. Here you can see a clear improvement in the conversion rate and CTR when AdWords ads are also placed on your own brand. For the two online shops, the exact opposite can be seen, particularly in terms of CTR, which could be an initial indication of traffic cannibalization, as the CTR of the organic search results is significantly higher when AdWords are not placed. This finding is further supported by looking at the organic click rates of Domain 1 and Domain 3 in the table "Brand Bidding Analysis over Time".
To do this, I looked at the numbers for the AdWords Brand ad group and the traffic segmented by brand terms in Google Analytics .
It should also be mentioned that no further AdWords ads were placed on the brand of domain 1, three to four more ads were delivered on domain 2 and a competitor placed AdWords on the brand on domain 3. In all three cases, the brand ads were consistently found in the first ad position. In addition, the ads used the ad sitelinks, which in all cases led to popular category pages to help with navigation.
Among the domains examined were two online shops and a service provider website.
Here are the results.
The results of the Brand Bidding study
Brand Bidding Total Analysis
If you look at the first table, “ Brand Bidding Overall Analysis ,” you can’t really draw any conclusions. It’s more to give you an overview of the overall data. You can see that the average click rate on france phone number data AdWords ads is 14.97%, and on organic search results in first position it’s 45.09%. On the service website, the dominance of organic search results in terms of CTR is much clearer than on the two online shops. This may be because the ad sitelinks were much more present here, and were used in the shops for direct navigation on deep links. However, since the behavior of searchers when searching for the brand differs from that of other search queries , I would be cautious about making any generalizations here.
The conversion rate for AdWords ads was on average 8.34% and for organic listings 6.42%. For both online shops, the conversion rate for AdWords was higher than for visits via organic search. For Domain 2, the conversion rate for visits via the organic search results was better.
Things get more interesting when you look at the results for the study intervals with and without AdWords ads, as shown in the table “ Brand Bidding Analysis by Domain ”.
Brand Bidding Analysis by Domain
Brand Bidding Analysis by Domain
Here we were unable to determine any positive effect of AdWords ads on CTR and conversion rates, for example, as Google likes to argue. Interestingly, here again it is Domain 2, the website from the service sector, that stands out compared to the online shops Domain 1 and Domain 3. Here you can see a clear improvement in the conversion rate and CTR when AdWords ads are also placed on your own brand. For the two online shops, the exact opposite can be seen, particularly in terms of CTR, which could be an initial indication of traffic cannibalization, as the CTR of the organic search results is significantly higher when AdWords are not placed. This finding is further supported by looking at the organic click rates of Domain 1 and Domain 3 in the table "Brand Bidding Analysis over Time".