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Laddering

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  1. Top Manufacturers of Consumer Goods Using PPC for Brand Awareness

    AdGooroo said they took a “brand laddering” keyword approach where: Some of the top manufacturers of consumer packaged goods (CPG) – those products like soda, candy, liquor, and toothpaste – are using paid search not for direct sales, but for brand...

  2. Consumer Packaged Goods Keyword Strategies Offer Lessons for All Paid Search Marketers

    Brand Laddering The answer is that CPG brands often structure their keyword strategies using a variation of the practice of ‘brand laddering. Through a brand laddering model, CPG marketers will layer their keywords with terms that span different...