I break down how brand bidding actually shows up in your numbers:
• Why brand campaigns often look efficient
• Where incrementality gets overstated
• How to think about brand search as a capital allocation decision
• And when defending brand does make sense
Brand search often captures demand. It does not always create it.
Charlie de Thibault
New Episode: Does Brand Search Drive Real Growth?
I break down how brand bidding actually shows up in your numbers:
• Why brand campaigns often look efficient
• Where incrementality gets overstated
• How to think about brand search as a capital allocation decision
• And when defending brand does make sense
Brand search often captures demand. It does not always create it.
5 months ago | [YT] | 0
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