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When To Bid On Branded Terms

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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