In Part 1 of this series, we showed you how to convince your executives to buy your own brand terms, even when you already rank first organically for these terms. Now the question is: How do I properly manage and measure my paid brand terms? In today's Brand Equity column, "Brand Strategies for Search Marketing - Part 2," Erik Qualman shows you why dumping these terms into your portfolio is not a wise move. See how to prevent brand terms from covering up weakness in other areas.
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