Assess the strategic and modelling implications of separating brand and non‑brand paid search data.
Brand search usually shows lower CPC and higher CVR than ______ search.
social
video
generic
display
Cannibalisation risk arises when brand ads capture clicks that would have gone to ______.
OOH
banner
organic listings
CTV
Separating brand and generic prevents elasticity of brand from diluting the more variable ______ demand.
generic
radio
affiliate
Breakout facilitates applying different bid strategies: maximise conversions on generic, maximise ______ on brand.
incremental clicks
reach
viewability
CPC
Halo effect of generic can appear in brand KPIs due to ______ path sequences.
assist
last click only
OR filters
single touch
In GA4 channel grouping, brand keywords can be defined via regex match on ______.
source
medium
query text
landing page
True incremental value of brand ads often measured via geo‑based ______ holdouts.
pixel
dns
auction position
font
2025 Google Ads added attribution segment ‘Query Type’ that splits ______ and brand.
site‑link
non‑brand
headline
device
Spending cap on brand campaigns can be computed where marginal CPA equals agreed ______ CPA.
blended
creative
incremental
cookie
Generic campaigns inform MMM upper funnel; including brand spend with generic would inflate perceived ______ returns.
initial
cookie
LCP
CTR
Starter
Review the basics.
Solid
Nice work—refine the details.
Expert!
Exceptional command of the topic.
Wondering how to nail Search Brand vs. Generic Split + Interview Questions to boost your interview confidence? Start by exploring our Attribution & Marketing-Mix Modelling interview questions to see how branded and non-branded terms share credit. Then practice digging into performance lift with the incremental revenue vs profit practice MCQs and broaden your causal analysis skills by reviewing the CausalImpact R package interview guide. Finally, wrap up your prep by checking out the promo calendar encoding interview resources to sharpen your promotional modelling skills before the big day.
