Brand words: The company’s brand name (such as Lenovo, Huawei). Use this type of keywords when doing promotions. It is aimed at the company’s old customers or customers who have a certain understanding of your brand. Generally speaking, Small businesses can use less brand words for promotion. If the company's brand words have not applied for a trademark patent, it is best to apply for it first and then promote it to avoid competitors' rush to register it.

Brand words clearly carry keywords with the corporate brand name. For example: a certain treasure, a certain treasure network, a certain cat mall, etc.; company brand or unique products, such as company name and pinyin, website domain name, company hotline number, company name plus product name, etc. It is used to push information to its own users or potential users with brand tendencies, while preventing competitors from stealing target customers by purchasing their own brand words.

Because the customers who search for brand terms are very precise, they come for your brand, and their intentions are very clear, so the conversion rate is very high. The bids for brand words are usually not too high, so naturally the ROI will be high.

Low cost and high conversion sounds very good, but brand words have a fatal weakness - too little traffic. Unless you are a well-known large company like JD.com or Tmall, the traffic of brand words is usually not much.

Extended information:

In addition to brand words, there are four other categories of keywords in the SEM field:

1. Product words: they are the first choice for enterprises to promote , such keywords reflect the clear needs of netizens and are high-quality potential users.

2. General words: For example, bicycle and bicycle are general words, and a large number of Internet users search for them. Some of the Internet users who search for such keywords are potential customers that can be won over;

3. Crowd words: They are the mainstream points of interest expressed by target customers. For example, the crowd words of basketball shoe manufacturers are "slam dunk skills" and "three-point shooting skills"

4. Competitive product words : It is the competitor's corporate brand keyword. In the past, many companies did not pay attention to competing product keywords when promoting. In fact, in many cases, competing product keywords even have a higher conversion rate than most product keywords;