A brand name change can create confusion if customers still search using the old name. Many marketers continue running ads for both names during the transition period so people can still find the business. Ads often mention the name change to help users understand what happened. Website pages, keywords, and ad copy are updated gradually to maintain traffic and visibility. This helps reduce disruption while customers become familiar with the new brand. Do you think businesses should continue advertising the old brand name for some time after a rebrand?
Ask How do digital marketers handle paid search during a brand rebrand or name change?
- Thread starter Brajet
- Start date
Yes, but only for a short period.After a rebrand, many customers still search for the old name out of habit. If a business stops using it too quickly, it can lose traffic and visibility. Running both names for a while helps people find the new brand and understand the change. Over time, the old name should be phased out to fully establish the new identity.
During a rebrand or name change, digital marketers usually run paid search for both the old brand name and the new one for some time. This helps catch users who still search the old name. They also update ad copy, landing pages, and sitelinks so everything matches the new identity.
Anthony Joshua
Emerald
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A common way to handle this is careful transition planning. Marketers don't just switch everything at once. They keep bidding on the old brand keywords while gradually shifting budget to the new name. They also use clear messaging in ads like "formerly known as…" so users are not confused.
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