How We Reacted When Competitors Targeted Our Branded Keywords

1:25 - Conventional Wisdom - Defend your territory 

2:48 - Measuring the hidden impact of Branded Search Campaigns 

3:46 - Brand Strength - Why does it matter? 

4:20 - Strategies for responding to Competitor Brand Bidding 

 6:10 - Search Intent - Why does this matter? 

8:20 - Budget Deployment - Demand Generation vs Demand Capture 

10:18 - Factors influencing competition and cost on Paid Search 

12:38 - Attack - The best form of defence? 

21:43 - Channel Attribution & Final Thoughts 

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