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Brand Bid Decider

Free, no signup. Compare Ads performance with organic brand visibility. The output is a modeled test recommendation, not a claim of incrementality.

Built by Patrick Stox

Paste Ads search terms first, then GSC Queries. Separate data sets with a line containing ---. Files never leave your browser.

Local data

Saved targets, named lists, and recent check summaries remain only in this browser.

Runs entirely in your browser — nothing you paste is uploaded or stored. Anonymous run-level outcome counters may be used for aggregate research; URLs, domains, IPs, and identifiers are never included, and no statistic is released below 100 runs.

Feedback
Report a bug

Found something broken in Brand Bid Decider? Let us know what happened — this goes straight to a private triage queue, not a public list.

What will be sent 
 No tool inputs, uploads, pasted source, complete results, query parameters, or URL fragments are attached automatically. You can edit or remove the selected passage above. Browser and anti-abuse metadata is processed for spam prevention. 
  
 
  
 
 
  
 
 
   
 
How to use it
 
  1. Paste an Ads search-terms table containing Search term, Cost, and Conversions.
  2. Add ---, then paste an aligned GSC Queries table.
  3. Select Analyze and review the verdict, organic CTR, expected CTR, cost, and conversions for every Ads term.
  4. Use eligible rows to design a geo or time holdout. Do not pause campaigns from the model alone.
 
Example scenario Illustrative data
 
These fictional metrics show how a candidate is expressed; they do not claim an incremental savings result.
 
Termacme analytics
Verdicttest-pausingOrganic evidencePosition 1.2 · CTR 42%Paid evidence$320 cost · 18 conversions
Reason: organic is effectively first and clears the modeled CTR, so test a controlled pause for cannibalization.
 
What the simulation shows
 
Test-pausing means the organic rank and CTR thresholds were met. Run-holdout means the evidence is ambiguous. The engine also defines defend-brand for supplied competitor overlap, but this page does not collect competitor terms and therefore cannot return it. Organic and expected CTR are decimals; cost and conversions are retained from the Ads row.
 
How it works
 
Ads and GSC rows are joined by exact normalized query text. The tool calculates organic clicks divided by impressions and compares that with the shared position-based CTR estimate. A row qualifies for a pause test only at position 1.5 or better and at or above expected CTR. The holdout illustration uses the imported click and conversion totals, assumes the export covers 30 days, and discloses that period assumption so you can adjust it to the actual range.
 
Features
  • Conservative verdicts with the reason and underlying metrics.
  • Exact normalized query join with no opaque semantic matching.
  • Browser-only processing and required-column checks.
 
Limitations
  • No competitor-presence, profit, impression-share, device, or geo inputs in the current UI.
  • The holdout is a planning illustration, not account-specific power analysis; correct its disclosed 30-day assumption when your export covers a different period.
  • Average position and modeled CTR can hide SERP-layout and query-mix differences.
  • A clean test still needs conversion lag, seasonality, brand safety, and sample-ratio checks.
 
Frequently asked questions
When does the tool suggest testing a brand-ad pause?
It suggests a controlled pause when the exact normalized GSC query averages position 1.5 or better and its organic CTR meets or exceeds the modeled CTR for that position.
Does the Brand Bid Decider prove paid search cannibalization?
No. It identifies test candidates. Only a well-designed holdout can estimate how many paid clicks or conversions are incremental.
Why do most rows say run a holdout?
The result stays cautious when organic rank or CTR does not clear both thresholds, or when an Ads term has no exact normalized GSC match.
Does the tool detect competitor ads?
Not in the current page workflow. The engine supports a competitor-presence input, but this UI does not collect it, so it cannot produce a defend-brand verdict from these two exports alone.
Should Ads and GSC exports use the same date range?
Yes. Align dates, geography, device, and search scope as closely as possible before comparing performance.
 
 
Next stepLanding-Page Mismatch Finder — verify it with a direct check.

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Feature requests for Brand Bid Decider
 

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Über das Tool
Vergleiche Ads-Leistung mit organischer Brand-Sichtbarkeit und erhalte eine modellierte Empfehlung für Test- oder Holdout-Planung. Der Entscheider zeigt erwartete CTR, Kosten und Conversions je Ads-Begriff, behauptet aber keine inkrementelle Ersparnis und pausiert keine Kampagnen automatisch.
Fiktive Beispielwerte zeigen nur die Form des Ergebnisses; Account-, Geo-, Geräte- und Wettbewerbsdaten musst du selbst prüfen.
Funktionen
  • Join von Ads-Suchbegriffen mit GSC-Queries über deine gewählte Ausrichtung
  • Transparente Entscheidung aus organischer CTR, erwarteter CTR, Kosten und Conversions
  • Geo- oder Zeit-Holdout-Hinweise mit offengelegter 30-Tage-Annahme
  • Paste-Tabellen mit Ergebnis, Eligible-Zeilen und kontrollierbarem Export
Funktionsweise
Füge eine Ads-Suchbegriffstabelle mit Search term, Cost und Conversions ein, danach `---` und eine ausgerichtete GSC-Queries-Tabelle. Starte Analyze, prüfe Verdict, organische und erwartete CTR, Kosten und Conversions und nutze geeignete Zeilen für einen Geo- oder Zeit-Holdout.
Einschränkungen
  • Es gibt keine Eingaben für Wettbewerberpräsenz, Gewinn, Impression Share, Gerät oder Geo; die Holdout-Ansicht ist eine Planungsillustration.
  • Durchschnittsposition und modellierte CTR verbergen SERP-Layout- und Query-Mix-Unterschiede.
  • Ein sauberer Test benötigt Conversion-Lag, Saisonalität, Brand Safety und Sample-Ratio-Prüfung; pausiere Kampagnen nicht aufgrund des Modells allein.
Häufig gestellte Fragen
Benötigen Ads und GSC denselben Zeitraum?
Ja, möglichst. Vergleichbare Zeiträume, Länder, Geräte und Suchtypen reduzieren Verzerrungen. Wenn Zeiträume abweichen, dokumentiere die Einschränkung statt einen kausalen Effekt zu behaupten.
Pausiert der Entscheider meine Brand-Kampagnen?
Nein. Er erzeugt eine modellierte Testempfehlung. Conversion-Lag, Saisonalität, Brand Safety und ein geeigneter Holdout benötigen menschliche Entscheidung.
Was bedeutet die Holdout-Ansicht?
Sie illustriert eine mögliche 30-Tage-Testplanung mit den sichtbaren Eingaben. Sie ist keine account-spezifische Power-Analyse und beweist keine inkrementelle Ersparnis.
Werden meine Ads-Daten hochgeladen?
Die eingefügten Tabellen werden lokal im Browser geparst und verbunden. Das Werkzeug sendet die Daten nicht an unseren Server.