Is branded search a good idea?

blake-guidry-728157-unsplashDeciding to go forward with buying branded terms for paid search depends on a few factors:

  • Whether your competitors are aggressively coming after you – In this case, it might be good to ensure they don’t steal your traffic
  • If your brand name is relatively generic

Don’t expect a good ROAS on these types of campaigns – this is mostly to hold on to market share. Ideally, your SEO game is solid so you won’t need to resort to branded terms.

About Rommil Santiago

A Toronto-based growth marketer looking to improve the world.
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