Solving an age-old SEO-PPC issue: How to bid on your brand name based on incrementality

There are 4 steps to evaluate your investment of branded keywords – judge performance then segment and calculate incrementality and adjust your targets based on that incrementality.

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from Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing https://searchengineland.com/solving-an-age-old-seo-ppc-issue-how-to-bid-on-your-brand-name-based-on-incrementality-341368