Many advertisers with paid search campaigns advertise on queries mentioning their brand (e.g., “Motorola smartphone” for Motorola) and also on generic searches (e.g., “smartphone reviews”). Because the performance metrics for ads shown against brand and generic queries can be vastly different, many advertisers prefer to analyze these two groups separately. For example, all else being equal, searches containing the advertiser’s brand name often have higher clickthrough-rates than those that don’t.
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