Today's consumers are savvy online shoppers and won't bother with websites they don't find user-friendly or don't trust.
Bidding on your brand terms can provide a lot of benefits, but it can be costly if you have a lot of competition. So when is bidding on your brand the best strategy?
Your pay-per-click campaign is advancing steadily until suddenly, the ranking officer at some joker's company launches a surprise attack, overruns your position, and pins you down in a bloody bidding war. What do you do? Pull back? Hunker down? Or counter-attack?