We recently talked about how to differentiate branded from non-branded terms, particularly for manufacturers. Oftentimes, the follow up question that retailers have: “Should I be bidding on my trademark term in search? And if so, how much?” While every advertiser’s trademark landscape is different, we advise testing to confirm the incremental return for the costs  … Read more

Driving more incremental traffic through search starts with understanding how your prospective customers search for you. There’s nothing more fundamental to understand in your customer’s search intent than what it means to distinguish your branded vs non-branded terms. But for some advertisers, such as manufacturers who distribute through wholesale channels, identifying and valuing your branded  … Read more