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… the efficacy of search ads on brand terms requires that we look at incrementality. Does bidding on those terms get you anything that you wouldn't get with organic search alone? Let's walk through a couple of exercises that will help you assess the incremental value of brand terms and decide whether or not to bid on them. Comparing The Cost Of Brand…
Anyone who invests dollars into a marketing channel is expecting to see a return on investment (ROI) from that marketing channel. Those who invest in SEO are probably expecting the same. But I challenge this thought and dare to say SEO should not be required to meet an ROI target. Why, you ask? It's because of two things: SEO is not a marketing channel SEO is not an inve ...