The useful bits
- Ameet Khabra's newsletter discusses how to assess the incremental contribution of branded search and prepare for Black Friday.
About this resource
The edition challenges the idea that a low brand-campaign CPA proves the campaign created all the sales it reports. It discusses organic alternatives, competitive bidding and testing before deciding what to change.
Scope and limitations
Use the resource to frame an account-specific question, not to justify switching off all brand campaigns. Define the business outcome, comparison period and market conditions before interpreting a test. The newsletter is the original resource; this entry does not endorse every recommendation as universally applicable.
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