Branded Keywords

Branded keywords are keywords that refer specifically to your company’s name, or any word that is associated with your brand.  This means that people who search for you via branded keywords are looking for you. These keywords should be very cheap on AdWords, the CTR should be an order of magnitude higher than most of your other keywords, they should also lead to conversions at a higher rate than any other type of keyword.  Typically, when you are assessing the results of your SEM or SEO work, you want to report the results of your branded keyword separately from non-branded keywords.