Matthew Mierzejewski tells us why it's important to bid on and buy brand-name keywords in paid-search ad campaigns -- not only for better performance, but as a way to ward off the competition
and ensure that every person searching for the brand by name ends up on the company's site. He provides an example using Bath and Body Works, and suggests this strategy particularly when optimizing
sites for second-tier search engines.
Read the whole story at Rimm-Kaufman Group »