Lead Generation

Brand vs. Non-Brand Traffic: Why the Distinction Matters‍

Discover why knowing the difference between branded and non-branded traffic is the secret sauce to leveling up your marketing game. Dive in and stop guessing—know where your real business growth is coming from!

Understanding the difference between branded and non-branded traffic is a key skill for analyzing marketing data. This simple but critical distinction impacts everything from budgeting to performance evaluation.

What’s the Difference?

Branded traffic comes from people who are already aware of your brand searching for you directly online. For example, someone searches “Acme Real Estate” after hearing your radio ad.

Non-branded traffic comes from generic searches like “homes for sale in Phoenix” where the searcher doesn't know you yet. You appear alongside other similar businesses vying for the lead.

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Why It Matters

Failing to separate branded and non-branded traffic obscures real performance. If 90% of your revenue comes from 10% branded traffic, it may seem overall marketing is working great. In reality, the non-branded efforts generating new business are likely ineffective.

It also impacts budgeting. Non-branded traffic is harder to attract, but more valuable. As you scale spend, focus on non-branded channels with proven returns, not wasting budget on the low-hanging fruit of branded clicks.

And it enables smarter optimization. You can identify issues and make data-driven decisions when you isolate the two traffic types. Otherwise you may double down on flawed strategies that happen to capitalize on branding vs. drive new acquisitions.

In short, properly categorizing traffic provides clarity. You can attribute value accurately, spot red flags, and strategize effectively. Don't let it muddy the waters on real marketing performance.

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The Takeaway

Splitting branded and non-branded traffic seems simple but requires diligence. Don't take aggregate data at face value. This one distinction between signal and noise makes a world of difference in analyzing and improving marketing results.

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