Diane Pease gives marketers several things to think about when bidding on their branded terms. She believes that bidding on branded terms can provide benefits like higher click-through rate (CTR), and
they help promote the brand alongside the organic results. The downfall: bidding on a company's brand terms can become costly -- there's competition also bidding on those same terms. Marketers should
ask and answer these five questions to keep campaigns lean.
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