Most advertisers bid on their own brand keywords by default, but brand campaigns often cannibalize organic clicks and erode margin. This article breaks down when brand bidding actually delivers incremental revenue, when it is pure waste, and how to run a geo-based holdout test to find out what is really happening in your account.
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"url": "https://www.groas.com/post/should-you-bid-on-brand-keywords-google-ads-incrementality-test-aef24",
"name": "Should You Really Bid On Brand Keywords In Google Ads? The Incrementality Math Most Advertisers Never Run",
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"headline": "Should You Really Bid On Brand Keywords In Google Ads? The Incrementality Math Most Advertisers Never Run",
"description": "Most advertisers bid on their own brand keywords by default, but brand campaigns often cannibalize organic clicks and erode margin. This article breaks down when brand bidding actually delivers incremental revenue, when it is pure waste, and how to run a geo-based holdout test to find out what is really happening in your account.",
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