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I have done a few tests on this brand bidding thing. A couple of writeups can be found at: http://www.eanalytica.com/blog/unforseen-risks-when-stopping-brand-
by rfergie 12y ago
I have done a few tests on this brand bidding thing.
A couple of writeups can be found at:
http://www.eanalytica.com/blog/unforseen-risks-when-stopping-brand-bidding/ http://www.eanalytica.com/blog/unforseen-risks-when-stopping...
http://www.eanalytica.com/blog/Richard-Fergie-at-Biddable-World/ http://www.eanalytica.com/blog/Richard-Fergie-at-Biddable-Wo...
- corin_ 12y agoThanks, good links but you don't demonstrate (though I presume in your case its the case, otherwise you made a poor decision) to what extent you lose clicks by stopping vs. the money you waste by bidding on your brand.
- rfergie 12y agoCan't remember the exact figures any more, but for the first example (where we did stop brand) it was something like for every £1 spent on brand AdWords generated £3 from brand queries (organic + PPC). At this ROI the money could be better spent in other channels. But as you can read in the post there were unforeseen consequences which I can go into more detail on this if you email me. I've also seen it where £1 spent on brand generated £18 in incremental revenue so in this case it was worth keeping on.