The Three Core Categories of Search Campaigns in SEM

When you’re running search campaigns on SEM platforms like Google Ads, Microsoft Ads, or even alternative search engines, it’s easy to get lost in all the options. But at the core, almost every search campaign can be broken down into three main categories: Branded search, Competitor search, and Generic search.

Understanding these categories helps you structure campaigns more effectively, control budgets, and maximize return on ad spend. Let’s break down what each of these categories means, why they matter, and how to approach them strategically.

1. Branded Search Terms

Branded search refers to bidding on your own business or brand name. For example, if you are Nike, this means running ads on keywords like “Nike shoes” or “Nike sportswear.”

Why is this important? Because even though you already own your brand, competitors can and will bid on your name. Without branded campaigns, you risk losing customers who are already searching for you to competitors who show up first.

Advantages of branded search:

• Very high intent (users already want your product or service).

• Lower cost-per-click compared to generic terms.

• Helps protect your brand from competitors hijacking your traffic.

When to run branded search: Always. Think of this as defending your digital real estate. If someone is already looking for you, the last thing you want is a competitor stealing that customer.

2. Competitor Search Terms

Competitor search is when you bid on the names of other companies in your industry. If you’re Nike, this would mean running ads on keywords like “Adidas shoes” or “Puma sneakers.”

This strategy allows you to get in front of an audience that already has intent but is considering a competitor. Done well, it can pull potential customers into your funnel.

Advantages of competitor search:

• Lets you capture traffic from people who are already solution-aware.

• Creates opportunities to directly highlight your unique selling points.

• Can help you win over customers at the decision-making stage.

Challenges of competitor search:

• Click-through rates are usually lower because users searched for a competitor.

• Costs per click may be higher since competitors are bidding on their own names.

• Some platforms enforce strict trademark rules, so ad copy has to be carefully written.

Competitor campaigns can work, but they need a strong hook. For example, if someone searches “Adidas running shoes,” a Nike ad could highlight superior cushioning or athlete endorsements as a reason to consider switching.

3. Generic Search Terms

Generic search refers to broad, non-branded keywords in your category. Using Nike again, this would mean bidding on terms like “sports shoes,” “running sneakers,” or “men’s t-shirts.”

This is often where most ad spend goes, but it’s also the most competitive space. Every brand in your industry will be bidding on the same terms.

Advantages of generic search:

• Captures a wide audience of potential buyers.

• Reaches customers who may not have brand loyalty yet.

• Great for expanding market share and building awareness.

Challenges of generic search:

• Much higher cost-per-click compared to branded terms.

• Competition can drive up prices quickly.

• Requires careful keyword strategy and negative keywords to avoid wasted spend.

Generic campaigns need strong ad copy, well-structured landing pages, and constant optimization. Without this, you risk paying a lot for clicks that don’t convert.

Putting It All Together

So, how do you balance branded, competitor, and generic search campaigns in your SEM strategy?

• Branded search: Always keep this running. It protects your brand and converts at the lowest cost.

• Competitor search: Use strategically when you have strong differentiation or want to directly compete for market share.

• Generic search: This is where you scale reach and find new customers, but it requires budget discipline and strong optimization.

Final Thoughts

Whether you’re running Google Ads, Microsoft Ads, or another SEM platform, every search campaign will ultimately fall into these three categories. Understanding how each one works gives you more control, prevents wasted spend, and helps you design a strategy that matches your goals.

So before you set up your next campaign, ask yourself:

• Am I protecting my brand with branded keywords?

• Do I have a strategy to target competitor searches effectively?

• Am I ready to compete in generic terms with a strong budget and conversion funnel?

Mastering these three categories is the foundation of running profitable search campaigns.