The world of traditional marketing is one of fixed budgets, set well in advance, and post-campaign reporting. For understandable reasons, this same approach is often applied to digital marketing: set a fixed budget and assess the performance over time – but stick to the budget.

At Wheelhouse, one of the first adjustments we generally make when assuming management of a new SEM account is to ensure that brand and non-brand (competitive) keywords are properly segmented by campaign. From a reporting perspective, it is critical to evaluate brand and non-brand keywords separately. There are a few reasons for this – some  … Read more