• Search Engine Land, Monday, November 9, 2009 9:19 PM

Siddharth Shah suggests optimizing brand keywords based on a campaign's return on investment -- but not to always follow the typical strategy, which is to bid all brand terms to the first position.

He provides an alternative strategy, and explains that marketers could forfeit benefits from the SEM campaign if they choose to follow the typical route. One problem is that brand campaigns contain more than 1,000 brand variations, of which more than 500 may get clicked on in any given month.

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