PR Coverage

Demystifying paid search for brands

In an article for Communicate, our Chief International Officer, Hannes Ben, has taken apart the common misconceptions in Paid Search. Hannes discusses the importance of setting clear goals, measuring the impact of brand versus generic search terms and 'one size fits all' strategies.

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Paid search has established itself as an essential part of any brand’s digital marketing strategy, yet it is still extremely difficult for brands to navigate. With marketers suffering from an understandable information overload, there are a number of common misconceptions about paid search that make it confusing for brands wanting to increase efficiency and return on their spend.