Conquesting: An Arrow in Your Brand Search Quiver, Not a Cornerstone

By guest columnist Tom Murphy, associate director of search marketing for DigitasLBi. Conquesting is simply defined as buying a competitor’s brand keywords. If you Google your own brand, do you consistently see an ad other than your own? This may be due to conquesting. Search demand represents the sum of the market’s interest in it, and your brand is scared.Read the full article