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The commercial power of brands in the digital world

Our new study evaluates the effect of the brand in online sales, and the efficiency of brand- and non-brand SEM-investments.

What role does brand play in shaping your online sales, and your SEM investments?

Download the report now!

The commercial power of brands in the digital world, analyzes 13 strong and well-known Norwegian companies and what role their brand plays in shaping their online sales, and how it impacts their SEM investments.

1. Key insights: Brand effect

  • Brand search = majority of traffic, conversions, and revenue.
  • Measure brand search to quantify the brand’s sales effect.
  • Standard analytics over-credits results from SEM.
  • AI search is visible, but impact is minor today.

2. Key insights: SEM efficiency

  • Split brand vs non‑brand to see true ROI.
  • Brand SEM has lower cost of sales than non‑brand
  • In competitive categories, brand traffic is often the only profitable traffic

3. Key actions

  • Make brand traffic a core KPI
  • Scale SEM only after query‑level analysis to protect margins
  • Run your own brand vs non‑brand analysis to validate

There is both money to be made and to be saved.