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We agree that bidding on your core brand names and terms is worthwhile.There are several reasons for this:If you don’t buy those links someone else willMany report a ‘brand halo’ effect in which the paid listings actually increase organic trafficThere are people who click paid links over organic ones, for various reasonsYou’ve already spent a lot of money to build the reputation that generated the branded search. Paying a few cents for the ‘last mile’ of the click to actually get the visit is a prudent investment.It’s great to see huge CTR and conversion rates in your PPC accountThe huge CTR of your brand terms actually drives your account CTR history up, helping overall quality score.... http://www.clickequations.com/blog/2010/03/st21-brand-keywords/
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