Are Brand Keywords Valuable for Every Audience? [Case Study]

Search Engine Journal has published a new case study ‘Are Brand Keywords Valuable for Every Audience?’ Jonathan Kagan says, “If you’ve followed me, you know I am a staunch supporter of using branded search keywords (and those New York Jets). So this column may throw you for a little bit of a loop. We’re talking about using ads to target brand searches – but only from those who don’t know the brand. Hear me out. I also thought the concept was illogical and went against industry best practices. But there is a way to make it work and make it purposeful. Interestingly, two... [...]