Split branded and non-branded search traffic

When to use it

When utm_term shows branded and generic category keywords landing on the same page.

How to run it

Send branded clicks to a short page (offer, price, CTA, reassurance) and non-branded clicks to an educational one (category headline, differentiation, proof).

Why it works

Match what the visitor came for

Branded searchers already chose you, while non-branded searchers are still comparing. PPC industry data consistently shows branded keywords converting 2-3x higher than non-branded.

Source: PPC branded-search intent data (PPC.co/HawkSEM)