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Advertisers have historically relied on Paid search ads to protect their brand presence, guided by Google’s 2011 study claiming most paid clicks were incremental.
However, your fear of losing traffic due to competition bidding on your brand is usually overstated.
In Why over-bidding on your brand could be hurting your bottom line, Search Engine Land contributor John Morabito explains how the evolution of bidding tools now helps with this competitor monitoring. He also emphasizes the need for a holistic approach that evaluates organic performance.
Anu Adegbola,
Paid Media Editor
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