There are many questions that we get asked in relation to paid search, but the one that comes up time and time again is the age-old question about Brand PPC: “Is there any value on bidding on brand paid search keywords?”
In researching for this White Paper, we came to the conclusion that rule-based attribution models are not able to truly answer this question, and as a result most marketers use subjective approaches to base their decisions on. More often than not, the fact that brand paid search terms are relatively low cost and are shown on a last click basis to have a high return on ad spend (ROAS), mean that many advertisers decide to bid on brand paid search solely on that basis.
What this White Paper set out to determine was if it is possible to provide a data-driven quantitative answer to this question that would provide advertisers with a definitive answer. One of our partner agencies, Bind, who are specialists in paid search, provided input along the way on the initial hypotheses and in reviewing the findings. We would like to take this opportunity to acknowledge the contribution they have made to this White Paper.
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