Question is, how much attention should marketers pay to search engine advertising, or paid search, versus search engine optimization, or organic search? Image credit: DLG
Should brands keep bidding on their branded searches?
Posted Bya Luxury Daily columnistOn In Featured,Industry sectors,Marketing | No 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","iv":"eb69832e903208d3a4f9144e5247dc98","s":"48b376d72b3ccb9a"}