Looking to increase your ROI from non-branded search campaigns? Columnist Thomas Stern shares tips on how to lower CPC and increase engagement.
Just about any search marketer can attest to the challenges of running a non-branded search campaign. While providing much greater reach, non-branded keywords tend to be much more competitive, more expensive and, unless you’re Amazon, much more challenging to convert from.
In this article, we’ll highlight some of the strategies ZOG Digital (my employer) has put in place to improve the performance of non-branded search campaigns for our clients…
