Check whether you need to pay for your own brand name.
See what brand search costs, where competitors bid on your name, and which spend needs a test.
The problem.
Brand search shows a great ROAS in Google Ads. Much of it may be sales you’d have made anyway, and the platform number can’t tell you which.
What you can do in Orphex.
How much did we spend on brand search terms last month, and where are competitors bidding on our name?
Orphex reads search terms that match your brand keywords, with cost, CPC and impression share.
Your assistant separates terms under competitor pressure from terms nobody else bids on.
Any change you ask for arrives as a preview. In the Orphex web app, an Impact Analysis can then measure what it did.
What you’ll see
How much did we spend on brand search terms last month, and where are competitors bidding on our name?
Brand terms cost $8,900 last month. Two terms show competitor pressure and are worth keeping. The rest needs a test before any cut.
| Search term | Spent | Read |
|---|---|---|
| northpeak | $4,300 | Test before cutting |
| northpeak shoes | $2,100 | Competitors bid, keep |
| northpeak discount code | $1,400 | Competitors bid, keep |
| northpeak store | $1,100 | Test before cutting |
The result.
What Orphex reads for you
- Search terms that match your brand keywords
- Cost, clicks and CPC per brand term
- Conversions, CTR and ROAS per term
Turning it into a change
- For terms nobody else bids on, the next step is a test, not a cut. Impact Analysis runs that test in the Orphex web app and uses credits there.
- Any change you ask for, like a lower budget, arrives as a preview.
Platform data can’t show whether a brand click would have come anyway, so don’t cut brand spend on ROAS alone.
Ask it another way.
Should we keep paying for brand search?
How much are we spending on our own brand terms?
Are competitors bidding on our brand name?
Questions.
Why not cut brand spend on ROAS alone?
Brand terms usually show high reported ROAS. Whether those clicks would have come anyway is a separate question that platform data can’t answer.
Does this change anything?
No. It only reads.
Related skill
Orphex Impression Share & Auction Insights Review
Review Google Ads impression-share losses and Auction Insights overlap without conflating denominators or forecasting competitor spend and profit.
Try it on your own account.
Free plan: 3 connected accounts, 250 reads and 50 actions a month. No card needed. Changes must be switched on for your workspace.