You start to get traction, then notice competitors bidding on your branded keywords. This is an all too familiar scenario but what would you do when it happens? Is defending branded keywords and entering into a bidding war the best strategy? In this episode, James and Andrew discuss results of analysis that revealed the true impact of brand-bidding and quantified the cannibalisation of organic search. Learn how to identify opportunities, and assess whether brand bidding makes sense for your business based on brand strength and market position.
1:25 - Conventional Wisdom - Defend your territory
2:48 - Measuring the hidden impact of Branded Search Campaigns
3:46 - Brand Strength - Why does it matter?
4:20 - Strategies for responding to Competitor Brand Bidding
6:10 - Search Intent - Why does this matter?
8:20 - Budget Deployment - Demand Generation vs Demand Capture
10:18 - Factors influencing competition and cost on Paid Search
12:38 - Attack - The best form of defence?
21:43 - Channel Attribution & Final Thoughts