Solving an age-old SEO-PPC issue: How to bid on your brand name based on incrementality
There are 4 steps to evaluate your investment of branded keywords – judge performance then segment and calculate incrementality and adjust your targets based on that incrementality. Advertising on branded keywords is often misunderstood. Advertisers either take too much credit for branded keywords, or they deem the impact of branded keywords completely zero (Did eBay just prove that paid search ads don’t work?). The question that is often asked: Should we invest in branded keywords? However, the question we should ask: How much should we invest in branded keywords to have…
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