Someone is bidding on your name.
On Google, right now. Brand Radar sets the demand on your name against what you pay to capture it.
Are you paying for traffic you would have had anyway?
Google Ads sees your paid clicks. Search Console sees your organic demand. Neither tells you whether one is buying back the other. Brand Radar reads them together, brand query by brand query.
The demand on your name · 30 days
248.7k brand searches
- Captured by organic161.7k clicks
- Captured by paid39.8k clicks
- Not captured47.2k searches
Google Ads
Spend on your brand
€25.6k
+14% vs previous period
Search Console
Organic brand demand
248.7ksearches
+1.2% vs previous period
Ratio
Brand Demand Efficiency
€103per 1,000 searches
+13%, from €91 the previous period
Demand did not move. The price of capturing it did.
Brand Demand Efficiency is the ratio between what you spend on your name and the real organic demand behind it. Brand Radar brings both terms together, Google Ads and Search Console, over the same period and the same scope. Where organic visibility already exists, every brand euro has to show what it adds.
Illustrative example.
From the demand on your name to the budget decision.
Every euro spent on your name, justified.
Brand Radar splits the demand on your brand between what organic captures, what ads capture and what goes uncaptured. The brand acquisition rate gives the measure: for every 100 searches for your name, how many clicks actually reach you.
- Brand searches, organic traffic, paid traffic and spend, over the same period
- The brand acquisition rate, computed without Performance Max to stay comparable
- Brand traffic country by country, the paid side drawn from the Google Ads geographic report
The budget that buys back your SEO, sized keyword by keyword.
The SEO × SEA tab crosses your bids with your organic rankings. It sizes the spend on keywords where you already rank in the organic top 3, and files every keyword where it belongs: budget to arbitrate, SEO opportunity, or legitimate defence.
- Spend on keywords already in the organic top 3
- Budget to arbitrate and SEO opportunities, keyword by keyword, brand included or not
- Overlap and cannibalisation: the share of your brand traffic also covered by an ad
Competitors on your name, seen the week they arrive.
Google Ads Auction Insights show who bids on your brand queries, week after week. In Shopping carousels, Brand Radar records who holds the showcase when someone searches for your name, country by country.
- Auction competitors on your brand, week by week
- Shopping share of voice, read from the results pages, not taken from the Google Ads API
- Country-by-country tracking, for brands present in several markets
A brand review ready for leadership.
The Brand Radar Report exports the tab you are reading as a PDF, filters included. An anonymised benchmark places your brand figures against the average of your segment, e-commerce or lead gen.
- One PDF report per tab, with the period and the filters applied
- Your brand CTR and spend against the other brands Nanga tracks, with no individual figure exposed
- A benchmark shown only when the comparison group is large enough to stay anonymous
Your price follows your footprint.
The unit that counts: the keyword × market pair, tracked every day in Shopping carousels. The €790 monthly base includes 200 pairs. Setup, €1,500, is billed once.
180keyword × market pairs
180 of the 200 pairs included in the base
Your subscription
€790per month
- Base, 200 pairs included
- €790
- Pairs beyond (0)
- +€0
- Setup, one time
- €1,500
Beyond the 200 included pairs, the price per pair is degressive.
The demand on your name is never read alone.
“Who searches for my brand?” Kily reads both sides.
From the Nanga overview, Kily reads Search Console and Google Ads live: the demand on your name on one side, what you pay to capture it on the other. It answers with the figures, and says where the spend is justified.
- Brand demand read from Search Console: searches, clicks, rankings
- Your brand campaigns read from Google Ads: spend, clicks, campaigns
- A sized recommendation, never applied on your behalf
Frequently asked questions
Where do Brand Radar’s figures come from?
From Google Search Console for organic demand: searches, clicks and rankings on your brand queries. From Google Ads for the paid side: clicks, spend, impression share and Auction Insights. And from a daily read of Google’s results pages for Shopping share of voice.
What does the brand acquisition rate measure?
The number of clicks that reach you, organic plus paid Search and Shopping, for every 100 searches for your brand. Performance Max is excluded, as it serves outside the results page. The rate counts clicks, not people, so it can exceed 100%.
Does Brand Radar track several markets?
Yes. Brand traffic reads country by country, the paid side drawn from the Google Ads geographic report, with a country filter. Shopping share of voice is recorded on every market you track.
Does Brand Radar tell you to cut your brand campaigns?
No. Brand Radar shows where spend serves demand that organic already captures, and where competitors bid on your name: there, defence keeps its full value. The decision stays yours, and Nanga never changes your accounts.
One signal is never enough. Nanga brings them together.
Defend your name where it is under attack. Nowhere else.
In one demo, Nanga sets your brand spend against your real demand, on your own accounts.