Rethinking the Role of Branded, Non-Branded, and Trademark Traffic in Ecommerce: 2024 Update

An integrated view of Google Ads traffic

When it comes to driving traffic to your ecommerce shop, Google Ads has been a reliable tool for many years. However, in 2024, it’s time to rethink the way we approach Google Ads traffic. Instead of focusing solely on branded or non-branded keywords, an integrated approach that combines both can yield better results. By leveraging branded keywords to capture existing customers and non-branded keywords to attract new ones, you can create a more balanced and effective Google Ads strategy.

Non-branded traffic drives acquisition

Non-branded traffic plays a crucial role in acquiring new customers for your ecommerce shop. By targeting generic keywords related to your products or industry, you can reach potential customers who may not be familiar with your brand. This can help expand your customer base and increase your sales. In 2024, it’s essential to prioritize non-branded traffic as a key driver of acquisition for your ecommerce shop.

Trademark improves retention

While non-branded traffic is essential for acquiring new customers, branded traffic, including trademarked terms, is equally important for retaining existing customers. In 2024, it’s crucial to leverage your brand’s trademarked terms to maintain a strong presence in search results and ensure that existing customers can easily find and return to your ecommerce shop. By prioritizing trademarked traffic, you can strengthen customer loyalty and retention.

Understand the full customer journey

When rethinking the role of branded, non-branded, and trademark traffic in ecommerce, it’s essential to take an integrated approach that considers the full customer journey. From the initial discovery of your shop through non-branded traffic to the ongoing engagement and repeat purchases driven by branded and trademark traffic, understanding the full customer journey is key to optimizing your ecommerce marketing strategy. By analyzing and optimizing each touchpoint along the customer journey, you can maximize the impact of branded, non-branded, and trademark traffic on your ecommerce shop’s growth.


In 2024, the role of branded, non-branded, and trademark traffic in ecommerce is evolving. By taking an integrated approach to Google Ads traffic, prioritizing non-branded traffic for acquisition, leveraging trademarked terms for retention, and understanding the full customer journey, ecommerce shops can maximize their growth and marketing efforts. As you rethink the role of branded, non-branded, and trademark traffic in your ecommerce strategy, consider the opportunities and challenges presented by each type of traffic and how they can work together to drive success for your shop.