Trademarks should mean a lot more to search marketing professionals than a company’s name, but do they? Many view their company or client’s trademarks as unnecessary purchases – why pay for trademark keywords when a user has already shown intent to find the brand? In a world of limited budgets and a desire to drive incremental value, the purchase of branded keywords is often overlooked, whether intentionally or not.
Today, purchasing one’s brand online is more important than ever for businesses of all sizes. Differences in consumer behavior, competitors, and the bottom line demand that you buy brand. Although the major reasons for buying brand on PPC are important, search marketers also need to learn how to maximize their branded ad buck and go beyond purchasing trademarks to engage in brand defense.
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