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

March 31, 2022

Via: Search Engine Journal

Category:

Hello, my fellow search industry friends.

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.

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