Many marketers struggle with the decision to bid or not to bid on brand keywords through paid search. It can be a daunting decision.

At Advance 360, we first analyze businesses and their competition to determine if we should bid on brand terms. If competitors are bidding on a business’s brand term, we want to bid to the top position to outrank the competition.

If we do not find competition bidding on brand terms, we want to take our research a step further. Our Search Engine Marketing (SEM) team can run tests in specific geographies and analyze the cost versus the cannibalization of organic traffic as outlined in this article. With the results of this research, our clients feel a definitive answer regarding bidding on their business’ brand terms and we deploy a plan.

For more, check out this article which explores determining when it’s worth it to bid and when it’s better to let organic do the work.