Ask How do digital marketers handle paid search during a brand rebrand or name change?

[Brajet]

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?