The question of whether or not an advertiser should bid on branded terms is a debate that has been going on for a while. The argument against it is the fact that Google is doing such a good job ranking branded terms that its not needed to bid on them.
Well, Johnathan Mendezs has a 3 part post with an overly-elaborate study trying to answer the branded terms question. It is an interesting read, but I think a big unnecessary. Branding terms are some of the cheapest and highest converting terms you can bid on, not doing so would be relying too much on Google’s organic ranking algorithms.
Any good marketer will tell you they want to maximize exposure to a targeted audience. How can branded terms be any more targeted?
To help you understand the process I broke it down into two simple steps:
- 1. Bid on Branded terms
- 2. Profit!