Brand search grows while non-brand first orders fall

What you see

Brand-search order share rises while non-brand first orders fall and total first orders fail to grow.

Total first orders stay at 1,000.

Check this first

Separate searches containing your brand from other searches, then compare verified first orders.

Data needed

Paid-search spend and visible queries by date
Reviewed brand dictionary and unclassified query coverage
First-order source assignment and total store first orders

Run the check

#1
Classify visible queries with a reviewed brand dictionary. Don't classify from campaign name alone.
#2
Report unclassified query coverage and platform category totals separately.
#3
Compare first-order counts, spend, and contribution for each group.
#4
Inspect non-brand demand, budget limits, stock, and bidding changes.

Calculate

Brand share = brand-assigned first orders / all paid-search-assigned first orders. Keep unclassified search traffic separate.

Compare groups

Brand versus non-brand intent
First versus repeat order
Product
Promotion period

What a healthy result looks like

Brand and non-brand results remain clear separately. Total first-order growth supports the claimed acquisition growth.

When to investigate

Compare with matched promotion and seasonal periods. A high brand share alone isn't a failure.

Possible causes

Non-brand coverage or prospecting spend fell.
Promotions increased demand among people who already knew the brand.

Rule out these explanations

Lower competitor brand bidding
Cheaper brand clicks without lost non-brand volume
Stock restrictions or a planned brand campaign

What to do next

Report brand capture separately. Test the constrained non-brand opportunity before reallocating budget.

What this check can tell you

Brand search can add value. This split can't measure how many brand-search orders would occur without ads.

Use this check with AI

Run a read-only check for: Brand search grows while non-brand first orders fall.
First confirm the available sources, columns, row grain, date basis, currency, and customer definition. Use only authorized data.
Required inputs: Paid-search spend and visible queries by date; Reviewed brand dictionary and unclassified query coverage; First-order source assignment and total store first orders.
Check: Brand-search order share rises while non-brand first orders fall and total first orders fail to grow.
Calculate: Brand share = brand-assigned first orders / all paid-search-assigned first orders. Keep unclassified search traffic separate.
Slice by: Brand versus non-brand intent; First versus repeat order; Product; Promotion period.
Use this comparison rule: Compare with matched promotion and seasonal periods. A high brand share alone isn't a failure.
Show the source totals, calculation, unknown groups, missing inputs, and result. Don't invent fields, thresholds, customer matches, or causal effects.
Rule out: Lower competitor brand bidding; Cheaper brand clicks without lost non-brand volume; Stock restrictions or a planned brand campaign.
Describe the observed signal separately from possible explanations. If the check is incomplete, state the exact data needed.
Make no account or budget changes.

Sources and definitions

Google: search terms insightsVisible search terms and grouped category insights have different coverage.Read source
Google: conversion liftAttributed results and measured causal lift are different quantities.Read source