‘Brand bidding & PPC optimization: enforcement options’ – Marketing Land
Lori Weiman says, “Welcome to Part 6 of an eight-part series on PPC brand bidding, where I answer the biggest question facing PPC advertisers in 2016: How do I get meaningful growth numbers out of a crowded and competitive PPC market?
The answer is surprisingly simple: Brand Bidding. Advertisers at The Search Monitor (disclosure: my employer) currently enjoy tremendous growth from PPC brand bidding. I created this series to show you how they do it.
Remember how we highlighted Avery’s tremendous results from brand bidding in Part 5? Avery monitors their brand heavily, and the results are indeed worthy of the word “tremendous.” After removing unwanted competitors from their brand terms, Avery realized these gains:
– Brand CPCs decreased by 64 percent.
– Clicks increased 34 percent.
– Total campaign costs dropped by 51 percent”.
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