Half of search marketers bid on competitors’ brand terms, study says

Posted by Adthena Press

The new Adthena research highlights the pervasiveness of brand bidding infringement and its impact on brand equity and market clickshare. The issue can disrupt purchase journeys, customer acquisition and campaign ROI, per Adthena. However, many brands aren’t aware of how they are being impacted by competitive brand bidding, meaning the problem goes largely unchecked. Marketers should consider ways to monitor competitive brand bidding with an eye toward keeping brand CPCs and CPAs from becoming inflated, the report recommends.

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