31 May '12, 5pm

5 Ways To Capture Brand Equity With SEM & Affiliates

5 Ways To Capture Brand Equity With SEM & Affiliates

Last week, I read David Rodnitsky’s Enterprise SEM column on brand term bidding , and I loved it! Even better, it got me thinking about search and affiliate marketing again. While I think David made some excellent points, as I consumed his endless wit and wisdom, I kept thinking: All that brand keyword goodness, it’s almost too much for one advertiser! See, I’m a bit unorthodox when it comes to brand terms and their keyword space. I read a lot around here about how search marketers should deal with brand keywords – don’t buy, don’t allow them to be bid on, don’t include brand terms’ PPC data for the purposes of analysis, and so on. As well, I’ve written about how we (and others) have done some basic analyses to determine if it’s worthwhile buying brand terms on top of #1 organic results. All good advice, mind you, but there seems to be one fact lost in all this. Branded se...

Full article: http://searchengineland.com/5-ways-to-capture-brand-equit...

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