While tracking brands it is important to understand the popularity of the brand and ambiguity associated with beforehand. This is because most brand names can be very similar to normal keywords like “Apple”, “Target”, and “Peter England”. This means the tracking will collect a lot of irrelevant conversations. Hence for this, conditional keywords are critical.
So if you want to track BRANDs then make sure that you are aware of these ambiguities. Some brand names are quite unique like Wal-Mart, AT&T, and Disney. Hence for these kinds of brands by simply adding the brand names in the Main Keyword text box works fine.
Solving the Brand Ambiguities
In order to solve the issue with brand keywords, it is best to first go preliminary keyword research using Google search, Facebook search or Twitter search. On your preliminary searches, you need to make a list of keywords that appear most frequently. Then you need to bucket them into relevant keywords and irrelevant keywords.
Based on your preliminary research, relevant keywords need to be added on CONTAIN ANY OF THESE WORDS and irrelevant keywords need to be added on NOT CONTAINING THESE WORDS.
CONTAINING ALL OF THESE WORDS is also another way to filter but this one needs to be used only when you are absolutely confident about the keyword combination and that no other combination exists.
Based on the pattern in the associated keywords with the Brand, one much choose which CONDITIONAL keyword combination to use. This required you to form basic logic around the combination.
Relevant: from target, to target, in target, sale, price, cost
Irrelevant: have a target, target audience, your target, twitter followers, Target Field, Target Express
Remember that most of these combinations are based on the preliminary research on the BRAND. Sometimes, it becomes almost difficult to find any pattern, but it is always recommendable to do some research before creating your first dashboard.
Along with the relevant keywords listed above for TARGET. Understanding the business of TARGET and objective will also make it easier to form a relevant keywords list. For example, TARGET being retail can be associated with lots of products sold at the store.
On the other hand, some brand’s presence is so strong that it overshadows other keywords. For example “Apple” besides being a generic fruits name. The conversation and the web are full of reference to the company.