12 Oct '17, 2pm

13 Reasons Why PPC Brand Bidding Is a No-Brainer by @GrpTwentySeven

Among most PPC pros, bidding on brand is an accepted practice. Still, some clients (and maybe even some PPC pros), continue to resist it. The most common reason I’ve encountered for not bidding on brand is the belief that organic will pick up the slack. Some will point to this 2013 eBay study that concludes bidding on brand is a big waste of money. But that was four and a half years ago — a lifetime in this industry. In the meantime, my experience begs to differ. Whenever clients insist that we test not bidding on brand, our testing period only lasts a handful of days before we revert back. The drop in activity is so drastic that we don’t dare continue. If you’re using the eBay study as your rationale for not bidding on brand, let me remind you of the many reasons why brand bidding today is a no-brainer. Some of these reasons will no doubt be familiar. But some of them may...

Full article: https://www.searchenginejournal.com/bidding-brand-ppc/216...

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