Q4 In both of these cases, should businesses target their branded keyword on paid search? #vcbuzz
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A4. If you are established, if you have competitors, if there is money to be gained/lost - yes. In the few cases none of that applies, it's not really necessary, but worth keeping an eye on and considering. (You can always set a small budget and track :D)
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But you need to check what queries show up, what phrases the Brand name may get used with,
and then define a number of negatives to not show for.
(You'd be amazed at what people search for and click on, and sometimes that may include your Brand)
#VCBuzz
