Which of the following keywords must include a variation of the brand name?

The correct answer is that brand keywords must include a variation of the brand name. Brand keywords specifically refer to terms that incorporate the company or product name, allowing marketers to target consumers who are already familiar with their brand. This type of keyword is crucial for building brand recognition and capturing traffic from users who are searching for that specific brand.

Utilizing brand keywords can enhance visibility and click-through rates, as they indicate a strong intent from users who are looking for a specific brand they already trust or are interested in. By focusing on brand keywords, businesses can differentiate themselves in crowded marketplaces and connect with audiences who are more likely to convert.

Other keyword types such as exact match, non-brand, and broad match keywords do not inherently require the inclusion of the brand name. Exact match keywords focus on serving ads to users searching for the precise term, while non-brand keywords encompass general search terms unrelated to specific brands. Broad match keywords can trigger ads for a wider range of search variations, which could include the brand name but is not a requirement. Thus, brand keywords are distinct in their necessity to include the brand itself, making them essential for brand-focused marketing strategies.