By default, Tanganica campaigns also show your ads when people search directly for your brand name or the name of your store. This applies to search-based campaigns (Performance Max, Shopping product ads and Dynamic Search Ads). Brand searches are not excluded automatically, but we can exclude them for you on request.
Why brand searches are included by default
Brand searches usually convert well and at a low cost, because the customer already knows you.
If your ad is not shown, a competitor bidding on your brand name may take the top spot instead.
Performance Max and Dynamic Search Ads match search queries automatically based on your products and website, so brand queries are part of the traffic they work with.
How brand orders are charged
The fee for an order works the same way in all campaigns: what matters is whether the customer clicked a Tanganica ad before ordering (within 30 days), not what they searched for. Orders from organic search results or direct visits are never charged. Details are in Statistics of orders (Sources of orders).
Can I see brand orders separately in the app?
Order statistics show the traffic source, medium, campaign and the Tanganica / Assisted / Other label of each order. The search term itself is not shown there, but your account manager can find out for you what share of your campaign results comes from brand searches and advise whether an exclusion makes sense in your case.
Can brand searches be excluded?
Yes, on request. Just write to your account manager or to us in the chat and we make the change in the advertising accounts for you. Before you do, consider what you give up:
Competitors take your place on searches for your brand name. A customer who was looking for you may end up buying from them.
You lose traffic and orders you would otherwise get from brand searches, which are usually among the cheapest and best-converting.
Excluding brand searches is not a free saving: you save the credit spent on brand clicks, but you open the door to competitors and may lose orders. That is why brand searches stay on by default and we recommend excluding them only when there is a specific reason. We are happy to talk it through with you.