BRANDED KEYWORDS: HOW GOOGLE ADS DRIVES UP CPCS

Summary from the TLDR Marketing newsletter

The cost-per-click for branded keywords has more than doubled in 2023 due to Google's shift toward AI-powered auctions and PMax campaigns. These changes have increased competition on branded queries, forcing businesses to bid against competitors and pushing organic listings lower. As a result, companies are spending more on branded traffic while seeing reduced returns on those ad dollars.