PPC Masterclass on ACOS, TACOS, CPC, and Top of Search with Expert Pat Lum
Firing The Man
The Counterintuitive Decision to Protect Your Brand
Amazon has a well-known brand. Gets a good, decent amount of search volume on Amazon every month. And so they sort of were in the mindset that I have to run ads for my own keywords or else my competitors are going to do it and they're going to steal all my sales. But however, they ran a one-month test where they shut off all of the branded terms and nothing happened. That's another kind of counterintuitive decision that they had made and it sits paid off.
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