Paid vs. Organic for Brand

[BeckyKey]

HI

We've seen a huge drop paid campaigns for impressions on brand terms YOY - 37,140 vs. 792. Our impression share is still high.

Organic is higher this year for impressions also.

An agency manage created the campaigns for us and can't seem to find a reason, but the drop is huge - it seems like it's just people not searching but we haven't seen this in organic - could it be organic showing instead of paid ads for brand terms?

Paid is fairly new to me, so just doing some fact finding

Thanks!

[Alick300]

Hi Becky,

Impression drop is really huge in your case. If you have access of paid campaign dashboard you can check keywords list whose impression goes down.

There could be few reasons

• Advertisers were using broad match types initially and now they have either removed those keywords or targeting more restrictive match types e.g exact match or phrase match.
• Second reason could be huge drop in Ads position due to reducing the bid or competitors starts bidding very high on your brand terms,

You can check live results by searching brand terms in Ad preview tool. you will find whether your Ads is displaying or not or if displaying at what position.*

If you have any other query please let us know

Hope this helps.

Thanks