According to Dave Rigotti, search marketers who elect not to bid on branded keywords are missing out on an opportunity to snag highly targeted traffic - often at minimal CPCs.
Rigotti
also notes that branded terms are good buys for search marketers just starting out, as bidding on them (with proper price controls in place, of course) can keep costs low while they adjust to the
Webmaster interface and analytics tools. He advocates making use of the various content networks for branded buys as well, since those ads stand a great chance of appearing around message boards or
blogs where said brand is the fodder for discussion.
Read the whole story at Search Engine Journal »