eBay is a strong brand where people searching for eBay are going to click on eBay, almost no matter what. For other less recognizable brands or crowded categori

eBay is a strong brand where people searching for eBay are going to click on eBay, almost no matter what. For other less recognizable brands or crowded categories, this is often not the case. Branded search terms are almost always less incremental than non-branded (ie: "lodge logic" vs. "cast iron skillet"), but the actual incrementality of the terms is something every advertiser should be testing continuously.