A Branded War Zone (BWZ) is a paid search niche where multiple direct competitors aggressively bid on each other's branded keywords, driving up the cost per click (CPC) and cost per acquisition (CPA) for both Branded and Conquest campaigns to unsustainable levels. In contrast, a Branded Balanced Zone (BBZ) represents an ideal scenario where the bidding system takes on account some necessary rails while competitors are presented in a more organized way to the prospect, leading to more stable and predictable costs. Broadly speaking, a Branded Zone can exist in two modes: Branded War Zone (BWZ): A state of active bidding conflict, where competitors are locked in a bidding war. Branded Balanced Zone (BBZ): A stable state where the bidding war has subsided, but competitors still have a space to be seen in any branded query. The boundary of any Branded Zone (BZ) is defined by the combined impressions of branded keywords for all competitors within that zone.

Mission Statement: The mission of BrandedWarZones.org is to galvanize the SEM community, entrepreneurs, investors, and marketing leaders to transform the current Branded Paid Search Ecosystem into a more sustainable channel. Through comprehensive analysis, community feedback, and strategic recommendations, we aim to: Evaluate Community Sentiment: Gauge the SEM community’s and broader marketing leadership’s views on the sustainability and impact of Branded Paid Search as a channel. Analyze Cost Dynamics: Provide a robust framework to address the essential question: Are current costs for Branded Paid Search justified, or are we overpaying? Propose Sustainable Solutions: Develop and advocate for methods that enable Google to transition to a more balanced, fair, and sustainable branded search auction system. Create Impact and Drive Change: Raise awareness, inspire action, and encourage Google to consider practical adjustments that align the interests of brands, competitors, and consumers in a healthier competitive ecosystem.

Yes, this is a not for profit project.

Greetings. This is Moises the creator of Branded War Zones. I am so glad you are here. It will be great to connect in LinkedIn or through the contact page in the website, please send me a message with any question or comment about this project. As a not-for-profit endeavor, your ideas, feedback, or sincere support could result in great help, so don't hesitate to reach out. Thankful for your interest.

Some years ago, moved by the frustration of increasing Branded Paid Search costs that affected budget re-allocations I sat iduring one long night to try convey in writing what I thought was inherently wrong with Branded Paid Search auctions and I laid down the essentials of the essay you read today. Push forward to the present, and as a result of being laid off and having some time to revise some good old google drive folders, I stumbled into what I had written being surprised of its quality. "This is good", I thought to myself, and decided to polish it, add some additional key concepts, and I made public. I am glad about how it shaped out, and I hope it resonates with you. You can read it here: Branded War Zones: are we paying too much for Branded Paid Search?

The experience in my 15 year career as an SEM professional has been that, especially in the last 5 to 7 years, the cost of running Branded Paid Search campaigns has become gradually more and more unsustainable. I get the same sentiment from many of my colleagues, from high management leaders. The mission of this project is to instill a change in the way Google runs Branded Paid Search auctions. Its clear that my personal experience and opinions, or even the ones from colleagues or other industry professionals is not be enough to influence a change. A wider and comprehensive study about the sentiment in the Digital Marketing community towards Branded Paid Search campaigns is necessary to harness the necessary impact to do so. Help us get there and take 15 minutes of your day, you can make a very meaningful impact by filling out the Branded Paid Search Sentiment Survey

Yes, BlockSurvey, the platform selected for our survey has special guardrails to ensure anonymity.

Once we reach 1,000 completed surveys we will publish the results, analysis, and recommendations in this website.

Google Ads has plenty of feedback loops and community outreach ingrained in its platform to gain feedback from its users that can be leveraged for any displeasure or recommendation about their methods or products, as I am sure its massively done. The need for a project of this magnitude arises because a unified voice will be needed to advocate for such structural change as transforming Branded Paid Search.

1) At the bottom of this page you can leave a comment. 2) You can share it on any Social Media Platform. Preferably LinkedIn, if you do so please make sure you tag me.

I am glad you are considering to become a funding contributor for BrandedWarZones.org. Funding opportunities for the following are available: Help fund a gift card based incentive to help accelerate the goal of 1,000 completed surveys. Place a sponsored link in the sitewide footer of the website If you have other ideas we are open to heating them. Please reach out through the contact page. .

To help reach the goal of 1,000 completed surveys I need help promoting the project. If you run a podcast, a YouTube channel, and wish to have me as a guest please reach out through the contact form or LinkedIn. And please feel to reference the project at your own will in an article or social media channel as you deem necessary. Would appreciate if you let me know once you do.