This article will give you the answer to the most emotionally charged question of paid search:
Should your business bid on its brand terms?
Few topics are so divisive.
What other issue can infuse a technical, data-driven marketing channel with the emotional sensibilities of an eighth-grade drama club?
Amid the debate, some marketing teams “pick a side” that sabotages their profits without realizing it. Others ignore that there’s a decision to be made and get subpar results.
Take a deep breath, because on the other side of all the controversy is the five-step strategy that will keep your head cool and your marketing profitable.