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Your Good Name: The Role of Brand in Pay-Per-Click Search Marketing - Alan Rimm-Kaufman
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Alan Rimm-Kaufman shows you why you need to be segmenting your data by branded and non-branded searches and how this should affect your PPC bids.

Length: 14 min.

You will learn:

  • Why you must distinguish between incremental and non-incremental sales
  • Why you should track and bid your branded searches differently
  • When the differences between branded and non-branded searches should be ignored
  • Why clickstreams do not act like search funnels

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