AI overviews are reducing click-through rates on informational queries and shifting intent capture further up the page. Generative search is changing how users refine queries and where they engage with results. Thrive updates search strategy continuously to account for these shifts, restructuring campaigns and adjusting bidding as the landscape evolves.
Branded search captures users who already know you, with high conversion rates but limited incremental value since most would have found you anyway. Non-branded search reaches users who haven't chosen you yet. The right split depends on brand awareness, competitive pressure, and incrementality testing. Most programs over-invest in branded at the expense of non-branded growth.
