How to decide ‘Should I bid?’

One age-old question that often comes up when I chat with new prospects or new clients is, “Should I bid on my brand terms or generic terms where I rank in the top three organically?”

This question is hardly trivial. It matters a great deal because PPC search budgets are generally constrained — and now, with other enticing options available from Facebook and other programmatic channels, we need to demonstrate that our search advertising budgets are being allocated optimally.

Six key questions to ask before you begin

The best way to answer this question is by using a multi-stage process of evaluation, followed by experimentation. Let’s start by evaluating brand keywords. Before you start your evaluation or experiment, you need to answer six important questions:

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