Google has come up with a significant update that will change the way advertisers evaluate their brand impact. With the new Branded Searches metrics, advertisers can find out how their Google ads are influencing users and advertisers will also get to know the customer behaviour.
This update was unveiled at the Google Marketing Live 2025 and is live for all advertisers.
The Branded searches metrics will be a bridge between Google ad impressions and brand engagement.
Let us learn a little deeper about what Branded searches are.
What are Google Ads Branded Searches?
Branded Searches is a metric where advertisers can view the data on the searchers who have searched for your client’s website via Google or YouTube, after watching their Google ad.
This is available at a 30-day attribution window. With Branded searches will be able to calculate the number of visitors who have searched for your client’s website even if they have not clicked on it.
Why does it matter?
One might say, metrics like impressions or reach can tell the number of people who have viewed. But the question is, do you really know if they have remembered your client’s website and searched for it?
No, right! That’s where the new Brand Searches come in to give you the information.
What campaign types does Brand Searches support?
Branded Searches support campaign types that include,
- YouTube ads
- Performance Max ad campaigns
- Demand Gen ad campaigns
This metric is suitable for campaigns that are focused on brand-building and awareness generation.
What is the necessary set-up required for Brand Searches?
Brand Mapping
Check if the brand mapping is configured properly. This will allow Google to identify what constitutes the Branded Search for your client’s business.
Only the eligible campaigns
As said above, this metric is available only to certain campaign types, so make sure to check if your campaign falls under that category.
Optimizing and Limitations
The Branded Searches are not equipped for optimization as of now. This is due to the lack of automation in the campaign setting.
But it is expected to be available in the future.
Coming to an end, with this update, the advertisers who focus on brand marketing and performance can gain what they are lacking.
