When is brand name bidding worthwhile?
We're just about to take over a program that another agency has been running.
This program is on two networks and has a closed brand bidding group.
They do their own PPC, own the trademarks to their name and appear at the top of the rankings.
Can anyone give me a good reason as to keep the closed group, err, open? Obviously the biggest problem is that it may anger the affiliates who are in this group but that's not reason enough alone..
Cheers
J
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