The biggest question facing paid search advertisers is how to get meaningful growth numbers out of PPC. Columnist Lori Weiman believes the answer lies with brand bidding.
Welcome to part 1 of a series for search marketers on brand bidding and PPC optimization. This series will answer the biggest question facing PPC advertisers in 2016: How do I get meaningful growth numbers out of a crowded and competitive PPC market?
Unless you are completely new to PPC, it is tough to get the big gains that we once saw. As a marketing tactic, PPC has been mature for years, and few “easy wins” still remain. Many categories are dominated by large players (e.g., Amazon), long-tail keywords have become expensive, and the most advanced marketers have complex technology and expensive agencies on their side…
Brand Bidding & PPC Optimization: How We Got Here (Part 1 of 8)
