The debate always heats up within the paid search industry: should brands advertise on their own brand keywords?
Even experienced paid traffic experts clash over the most effective strategy.
Here’s my perspective:
Always maintain a brand campaign, separate from others.
1) Manage CPC bids manually for better control.
2) Keep an eye on negative keywords, such as brand searches associated with job queries or portal logins.
3) Utilize brand keywords during promotional periods and when offering special discounts.
There has to be more, but these three are my top picks.
You just can’t afford to skip advertising on your brand’s keywords.