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Disney CEO Bob Iger, who got named to Apple’s board last year, shares some interesting tidbits with Fortune concerning life at Disney and his management style.
He apparently runs the Mickey Mouse house a lot like late Apple CEO Steve Jobs had used to lead the consumer electronics powerhouse he co-founded.
Iger also let us in on how he’d persuaded Disney’s board of directors to greenlight a risky acquisition of Jobs-owned animation studio Pixar, even though the board was unsure whether Pixar was for sale at the time…
In a story from the May 21, 2012 issue of the Fortune magazine, published under the headline Big Iger: Disney’s Fun King, senior editor Jennifer Reingold digs for clues about Iger, the way he runs Disney and some obvious references to Steve Jobs.
Comparing his management style to that of late Apple co-founder Steve Jobs, Iger told the author:
“In a strange way,” Iger says, “I am the brand manager of Disney.” He sees his job as building, in the words of his friend the late Steve Jobs, more “brand deposits” than “brand withdrawals.”
Oren Aviv, former head of production for Walt Disney Studios, told the paper:
You could make the argument that Disney has been reshaped in Apple’s image: brand over everything, and an emphasis on quality.
Fortune also shares this little nugget:
But it isn’t enough to find the right managers and leave them alone; you also have to know when to dive deep, in part because Disney’s business is such that a hit show or app or toy, if exploited correctly, can propagate throughout the company and become that sought-after thing, a “franchise.”
The article then continues to share an anecdote describing how Iger, who ran ABC prior to becoming president of Disney in 2000, had gotten the Disney board sold on the idea of acquiring Pixar animation studio, created by former Disney animator John Lasseter, Ed Catmull and Steve Jobs.
Pixar had a successful partnership with Disney until the collaboration frayed in a personality conflict between Eisner and Jobs. Iger called Jobs the day he was named CEO, and the two became friends. At the board meeting, Iger presented a 20-year look at Disney animation, which had stumbled after successes like The Lion King and The Little Mermaid.
“I said, ‘I’ve got to fix this, and here are the three choices.’” One was to keep the status quo. The second was to find someone new to run the studio. The third was to buy Pixar. Says John Pepper Jr., then Disney’s chairman: “It’s a meeting I will never forget. He said, ‘Ladies and gentlemen, we must have this.’” The room went silent. The problem, Iger continued, was that it would be very expensive, and he didn’t know if it was for sale.
The only problem was, the board didn’t really know whether Pixar was for sale at the time. Jobs and Iger announced on January 24, 2006 that Disney had agreed to purchase Pixar in an all-stock transaction worth $7.4 billion.
That deal gave Jobs a seat on Disney’s board of directors and turned him into the largest individual shareholder of the company.
Here, a cool trailer for Pixar’s upcoming fantasy-themed animated movie called Brave.
Though Iger hasn’t yet disclosed his future plans (“I have made no decisions about life after Disney”), some folks speculate he could run in his native New York City to succeed Mike Bloomberg as mayor in 2013, or that he might be a candidate for governor in California in 2014.
U.S. television network ABC sparked a controversy with last year’s “A Trip to The iFactory” documentary covering the life inside Foxconn plants that churn out Apple products. Due to ABC’s parent company being Disney, and taking into account that their CEO sits on Apple’s board, some people deemed the documentary a conflict of interest.
I urge you to check out the story in its entirety, it’s a worthwhile read.
As for Iger, I think his seat on Apple’s board can benefit the company in ways more than one, especially as Apple is looking to cut more content deals for iTunes, no?
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Brands are Entitled to Rank for Branded Searches?
Tim tweeted his amazement that companies bid on their brand names. He affirmed that it’s Google’s responsibility to rank brands number one for those queries.
This is Tim’s first tweet:
“It never ceases to amaze me how many brands are bidding in Google for THEIR branded keywords.
Isn’t that traffic yours by definition?
Isn’t Google’s primary job as a search engine to give people exactly what they’re looking for?
Props to whoever at Google pulled this off”
Tim followed with this tweet:
“..in anticipation of PPC experts/agencies jumping in with some “juicy benefits” of bidding on your brand keywords and getting “cheap PPC traffic…”
Sorry, I’m not going to pay for my branded keywords.
It’s Google’s job to rank me #1 for my brand.
Patrick Coombe tweeted that bidding on branded search queries is a defensive tactic, a response to competitors bidding on the name of your product or company name.
“…this started 10+ years ago when competitors bid on YOUR branded keyword and brands would lose say 30% of their organic traffic to a competition. In some scenarios it really muddied the waters. It’s s really a response not a tactic.”
Patrick has a point. You should always check to see if someone is bidding on your product or company name. If someone is then you should seriously consider bidding on your name in order to keep the traffic from going to your competitor.
Others tweeted their agreement that this is a defensive strategy.
“Unfortunately Google job is to make money… And letting competitors bid on your branded keywords made sometimes necessary the bidding on your own branded keys… No way out or alternatives…”
This was happening to a friend who was in local search a few years ago. The friend to made it expensive for that competitor to bid on the brand name.
Additionally, to give the competitor a kick in the pants, he began bidding on the competitor’s brand name. No doubt that kind of bidding war is good for Google.Bidding on Own Brand Name is Sensible
Then Martin MacDonald tweeted his opinion:
“I’m obviously on the SEO side here – but – have to point out:
I’ve tested this multiple times, against hundreds of millions of dollars of brand spend, in controlled tests.
Bidding on your brand term, every time, was the ROI winner.”
Respected search marketer, Ryan Jones, agreed. Ryan tweeted:Bidding on Brand Name in PPC is Sensible
It’s true that Google should rank the correct site for a brand name. But that doesn’t always happen, particularly when a business site lacks basic search optimization.
Martin MacDonald elaborated on reasons why it makes sense to bid on your brand name:
4) dropping people straight into the “CRO” optimized version of the site”
Wow, that is an insightful tweet! The ability to send brand name related traffic to an optimized landing page is a good strategy.
Martin MacDonald has extensive experience working with big brands. He’s an authoritative voice in the SEO community due to his work history and the quality of what he says about SEO.
Bidding on PPC may sound like the ravings of a mad scientist. But it’s a strategy that should be seriously considered. This is especially true if a competitor is bidding on your brand name.
Search engine optimization (SEO) is a marketing practice for increasing a website’s organic traffic through search engines.
It consists of techniques in four key areas: keyword and content, technical SEO, on-site SEO, and off-site SEO.
These four areas are typically considered the four pillars of SEO. They work together to help a website rank well on search engines.
However, even as extensive as these four pillars are, an SEO strategy isn’t complete if it ignores brand awareness.
In this article, you’ll learn why SEO marketers should consider brand awareness as the fifth pillar of SEO.The First Four Pillars Of SEO
Before we look into the fifth pillar, let’s review the first four pillars of SEO:Keyword And Content
Content rules – and keywords are the foundation of search.
A good piece of keyword-optimized content is the building block of an SEO strategy.Technical SEO
Great content is insufficient if the website hosting doesn’t have a sound technical foundation.
Technical SEO covers areas like indexability and performance of the website.
Notably, Google has developed a set of metrics called Core Web Vitals to measure a web page’s technical performance and usability.On-Site SEO
This pillar helps search engines understand the page’s content by creating a better website structure and its pages.
Site navigation hierarchy, schema markup, page titles, meta descriptions, heading tags, and image alt text are tools to create an easy-to-understand website and page structure for search engine crawlers and visitors.Off-Site SEO
Having great content and a great website is just the beginning.
A website can’t rank well on search engines if it lacks authority and doesn’t garner trust in its subject domain.
From the onset, Google uses the amount and quality of backlinks as an indicator to evaluate a website’s authority.
Nevertheless, even as far-reaching as these four areas appear in creating a search-optimized website, they can only help drive part of your website’s search traffic, i.e., the type of traffic coming from non-branded searches.Non-Branded Vs. Branded Searches
What are non-branded searches, and how are they different from branded searches?Branded Queries
They contain branded names in the search terms.
If you’re Apple Inc., the search term “apple” is a branded term.
Yes, Google knows you’re looking for the company founded by Steve Jobs and Steve Wozniak rather than the fruit. Moreover, “iPhone,” ‘iPad,” and “MacBook” are also branded terms.
Branded searches are conducted by people looking for information, especially about your brand or products.Non-Branded Queries
On the other hand, non-branded queries don’t contain any branded name in the search terms. Again, for Apple Inc., “laptop,” “smartphone,” and “tablet” are non-branded terms related to its products.
Non-branded searches are from people who may not know about your brand or products but are looking for information about the type of products or solutions you offer.
With this in mind, for a brand as strong as Apple, you may think its search traffic is largely from branded searches. And, for the most part, you’d be correct.
According to Semrush, more than half of search traffic to Apple’s website comes from branded searches.Why Is Branded Search Important?
Branded search traffic not only reflects the level of interest of a specific brand, but also has higher commercial intent and a higher conversion rate.
Generally speaking, non-branded search traffic feeds the upper part of the marketing funnel, and branded search traffic feeds the lower part of the funnel.
A brand needs to grow both types of traffic to maintain a healthy and growing business.
That said, most businesses don’t have the level of brand recognition like Apple’s.
What can marketers do to drive branded search traffic to a website?Different Traffic Drivers For Non-Branded And Branded Searches
Wait a minute! Where does keyword ranking fit into the equation?
According to Advanced Web Ranking, position #1 on Google can have a 38% CTR. CTR drops to about 5% on position #5 and stays around 1% or below after position #10.
Bearing that in mind, how do the four pillars of SEO contribute to a website’s search traffic?
They help a website increase its search traffic in two ways:
Maximizing the aggregated keyword search volume through keyword research and targeting.
Nevertheless, the problem is that these SEO techniques work on mostly non-branded searches only.
They have limited effect on branded search, because branded search and non-branded search have different traffic drivers.Non-Branded Traffic Driver
For non-branded search, a website can harvest a virtually unlimited amount of keywords and aggregated search volume.Branded Traffic Driver
For branded search, assuming your website is already ranked No. 1 for your brand name (if not, you need to fix this problem first), ranking is generally not an issue.
The main lever of branded search traffic is simply increasing your branded keywords’ search volume.
However, the first four pillars of SEO have little effect on getting more people to search for your brand or your products.
As a result, they are ineffective on branded search.How To Grow Brand Awareness & Branded Search
In short, branded search traffic results from a brand’s awareness and interest.
People wouldn’t search for your brand if they didn’t know or have any interest in your brand or your offerings.
To grow brand awareness and interest, you need to increase a brand’s visibility to its potential customers, develop authority, and garner trust for the brand.
Content marketing and the growth of non-branded search traffic could help increase brand awareness.
However, solely relying on people coming to your website to learn about your brand and offerings won’t take you very far.
To grow brand awareness at scale, marketers need to bring their brand to their potential customers. You can’t just wait for them to come to you.Advertising
As the names suggest, retargeting campaigns target people who have engaged with you (e.g., visited your website), and brand awareness campaigns target potential customers who have not yet interacted with you.
Marketers can choose from several targeting methods to bring your brand to potential customers.Contextual Targeting
A big difference between contextual targeting and other targeting methods is that contextual targeting doesn’t rely on personal or behavioral data about the target audience.
It’s a more privacy-friendly way for marketers to find and connect with their potential customers.Demographic And Interest Targeting
Demographic and interest targeting leverages your knowledge of existing customers to find new customers.Lookalike Targeting
Lookalike targeting is similar to demographic and interest targeting.
The seed audience is typically a subset of existing customers.Influencer Marketing
Influencer marketing covers a broad range of tactics for leveraging someone who influences your target customers to promote your brand and products.
Even before the digital age, it was common for big brands to hire famous athletes or celebrities to endorse their products. Think Michael Jordan and Nike in the ‘80s.
Today, “influencers ” are social media personalities who have built a following with a particular audience.
The vast number of influencers on social media also means influencer marketing is no longer a privilege available only to those brands with deep pockets.
Marketers can recruit influencers at very low or no cost by reaching out to those who have shown interest or already invested in the niche you serve, including your customers (more on that in the next section).
While many influencer marketing activities are in the B2C sector, it also works for B2B.Customer Marketing
When you shop at an ecommerce marketplace, such as Amazon, you might look at the product reviews before making a purchase decision.
The more people review a product and the higher the review rating, the more visibility and traffic a product gets.
The same logic applies even if Amazon may not be the channel for your business.
For B2B SaaS providers, customer reviews on G2, Trustpilot, etc., play the same role.
For direct-to-consumer (D2C) brands, customer reviews and sharing on social media bring your brand and products to new customers and help establish trust for your brand.
Take chúng tôi as an example.
This D2C company from Bulgaria has a team of brand ambassadors – their customers – all around the world to promote its brand and product simply by sharing their experiences on social media.
Some of their customers even created YouTube channels dedicated to Halfbikes.Digital PR
Among all the strategies driving brand awareness, digital PR is the one most directly related to SEO. In fact, it’s often considered “link building 2.0.”
The main difference between link building and digital PR is that link building focuses on acquiring links from other websites.
In contrast, digital PR focuses on bringing your brand to your target audiences through stories published in relevant and high-quality publications.
The types of stories vary depending on the industries and subjects.
Take Facebook’s name change to Meta. In that context, the topic of how consumers perceive the metaverse, for instance, could make an interesting story for B2C marketers.
Because well-known publications usually have very strict link policies, digital PR prioritizes brand visibility and reach, whereas link acquisition is a secondary goal.Brand Awareness Is The Fifth Pillar Of SEO
One of the goals of a comprehensive marketing strategy should be to grow a brand’s awareness – just as a comprehensive SEO strategy should aim at growing both non-branded and branded searches.
While non-branded search traffic is driven by keyword ranking, branded search traffic is mostly driven by the search volume of the branded keywords.
The more people are aware of and interested in a brand, the higher branded search traffic a brand gets.
Given the different growth drivers of branded and non-branded searches, SEO professionals need to include brand awareness as a pillar of SEO.
Featured Image: batjaket/Shutterstock
Articolo aggiornato ad Aprile 2023.
Followmeto. Ovvero, come una semplice (e in fondo romantica) foto su Instagram si è trasformata in un brand travel di livello internazionale.
Certo non poteva immaginarselo, Murad Osmann, che una normale foto condivisa su Instagram sarebbe diventata un fenomeno virale replicato da migliaia di persone in tutto il mondo.
Hai presente di cosa stiamo parlando? Si tratta forse della serie di scatti più popolare di Instagram: la ragazza di spalle che tiene per mano e sembra guidare chi scatta la foto dietro di lei, sullo sfondo di paesaggi mozzafiato.
Se non hai visto le foto del progetto originale, è comunque probabile che ti sia capitata sotto gli occhi una delle tantissime versioni reinterpretate da altri utenti sui social. L’hashtag, solo su Instagram, raccoglie oltre 590 mila immagini.
Ma come è nata quest’idea che ogni anno torna a ispirarci, soprattutto quando siamo in viaggio? Semplice. Come avviene in molte altre storie di successo: per puro caso.Followmeto: la storia
È l’ormai lontano 2011 e Murad si trova in vacanza a Barcellona con Nataly. Stanno passeggiando tranquillamente per le stradine della città, godendosi il sole e il momento di spensieratezza insieme, come una qualunque coppia in viaggio.
Murad, che ama molto la Spagna, le sta mostrando le bellezze della città. Sin dal primo giorno di vacanza si è perso in decine e decine di scatti, lasciandola un po’ perplessa e in imbarazzo (anche perché, come spiegherà poi la stessa Nataly, in realtà ai tempi non erano affatto fidanzati. Almeno non per lei).
Ad ogni modo, non è difficile immaginare la situazione. Se hai un amico veramente appassionato di fotografia (o di Instagram), sai bene cosa significa fermarsi ogni due secondi per immortalare qualunque cosa che catturi la sua attenzione. Soprattutto in vacanza.
Così, di fronte all’ennesima sosta, Nataly decide di prendere letteralmente la situazione in mano: senza pensarci due volte, afferra Murad per mano e lo tira dall’altra parte, verso di sé.
La reazione di lui? Per niente seccata. Anzi, praticamente imperturbabile: d’istinto, cerca di catturare anche quel momento e di scattare un’altra foto, riuscendoci. Il risultato è il primo #followmeto, la prima foto condivisa su Instagram con questo hashtag.
Niente di così speciale, potremmo dire. Una foto che avremmo potuto scattare anche noi. E infatti così sarebbe stato, di lì a poco.Dall’hashtag al travel brand
#Followmeto nasce come hashtag, prima di tutto, ma ben presto diventa un vero e proprio progetto fotografico. Da allora, infatti, ogni viaggio della coppia – nel frattempo diventata marito e moglie – è accompagnato da centinaia di foto che replicano quel primo scatto. Sullo sfondo di scenari mozzafiato – dai posti più noti agli angoli più impensabili – una coppia che gira il mondo e condivide il proprio speciale diario di viaggio.
Un’idea che in brevissimo tempo ha raccolto talmente tanti consensi su Instagram, da diventare un vero e proprio fenomeno virale. Oggi, a sei anni di distanza, il profilo di Murad conta 4.6 milioni di follower; quello di Nataly qualche milione in meno, ma raccoglie un grande seguito sul blog che hanno aperto insieme.
Le foto non sono più improvvisate, non hanno più quel gusto tutto “artigianale” della prima volta, ma sono studiate nei minimi dettagli. Sofisticate, molto elaborate (e post-prodotte), tanto da richiedere spesso l’allestimento di appositi set.Ma cosa ha contribuito alla fortuna dell’hashtag e dell’intero progetto?
Murad stesso ammette che in quel momento è stata fondamentale la crescita esponenziale di Instagram, in termini di utenza ed engagement. Era un social appena nato, in fondo, ma con un altissimo potenziale già da allora. Anche il mondo del blogging era molto diverso, c’erano ancora tantissimi spazi vuoti da colmare, soprattutto nel travel.
E sicuramente Murad e Nataly hanno trovato il loro. Non solo Instagram, non solo il blog dedicato al progetto – che cerca di unire blogger e brand – ma molto altro. Followmeto è oggi più un brand, che viaggia dai social alla tv, passando per anche per le librerie.
Oltre a numerose collaborazioni con brand e tv, lo scorso anno è arrivato anche il libro che raccoglie i loro migliori scatti – Follow Me To: A Journey Around the World Through the Eyes of Two Ordinary Travelers.
Ah, e i droni per seguire le loro avventure. E…la parodia di una simpatica coppia taiwanese.
Un successo più che consolidato, senza dubbio!
Articolo aggiornato ad Aprile 2023.
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There are lots of energy-efficient options in Windows 10. But sometimes your screen light gets too low and you can’t see anything. It occurs although the screen brightness is set to 100%. When the users get stuck in this situation, it is normal for them to raise the question- “Why is my computer screen darker than usual?”
Well, this article is here to rescue you. Keep on reading if you have encountered such an issue.
We have shown a VIDEO walk through at the end of the post for easy solution.
There are some other methods you can try besides updating your graphics driver. All those solutions are discussed below. Follow them accordingly to get rid of the dark computer screen.
There might be your computer screen is darker than usual or your laptop screen is dark but visible, the solutions are for both. You need to follow them accordingly.
Adaptive brightness feature is a very useful option for users as it keeps the brightness of your screen balanced while using your laptop or computer under sunlight or in a dark situation. But, if you face the dark screen issue, it might be that the adaptive brightness feature has failed to work.
You should turn off the adaptive brightness feature on your PC or laptop and check if this solution works for you.
To disable the adaptive brightness feature, do the followings:
Now set the color settings as your preference.
Press the Next button to go to the next window.
Set the brightness until you feel comfortable while looking at the screen.
If you have already tried disabling the adaptive brightness from settings and it didn’t work for you, keep on reading this article for the next solutions.
You need to uninstall your driver first for reinstalling it. The steps discussed below will guide you through the uninstall and reinstall process. Follow these steps carefully:
Press Win + R key and type chúng tôi in the search box provided.
Now go to the Display driver option and select the name of your display adapter from the drop-down.
After the driver is uninstalled successfully, restart your computer and the default display driver will automatically be installed.
Well, the uninstallation process is completed. Now it is time to update your driver version. The process of updating display driver is discussed below as well. Follow these steps carefully:
Go to the Display adapter option by following the processes stated above.
Select the Update driver option.
Your computer will automatically search for available latest update and install it.
After the installation is finished, restart your computer to complete the process successfully.
Reinstalling the display driver might have resolved your issue with the dark screen on your computer.
LCD screens use cold cathode fluorescent lamps commonly known as CCFL inverter. This component changes the DC power to AC power for running the LCD and produces the screen backlight. Sometimes your monitor gets dark at full brightness due to low voltage in the CCFL inverter.
If you have such an issue with your monitor backlight, try changing the LCD inverter and check if the problem is resolved.
If you notice your laptop screen too dark at full brightness, you should try changing your laptop’s power-saving mode settings. When the laptop runs on battery, the power save mode gets enabled to increase the battery life. Sometimes your laptop stuck in the power saving mode and when you wake up your laptop, it doesn’t return to the full brightness.
In order to change the setting, you should follow the below-provided steps:
Here you will find the Power saving mode option. Uncheck the box to disable power saving mode on your laptop.
You can also follow another process to disable the power saving mode on your laptop.
Go to the Start icon and type Settings followed by pressing an Enter.
Now select the Battery option from the left panel.
Scroll down and there you will find the battery saver option.
Disable the option ‘Turn battery saver on automatically if my battery falls below’.
This is how you can disable the power saving mode on your laptop easily.
Dark screen issues on your computer can also occur due to outdated BIOS. You should update the BIOS to check if it really works for you. But you should be careful while updating BIOS as it is very sensitive and a mistake can damage your motherboard permanently.
To check for your BIOS update, follow these steps:
Open Run dialog by pressing the Win + R button on your keyboard.
Type msinfo32 and press the Enter button to launch the system info window.
Here you will find the BIOS information of your BIOS version.
Now find and download the latest BIOS version from the manufacturer’s website and install them.
After the installation completes, restart your computer.
To perform a hard reset in your laptop, carefully follow the below-provided steps:
Switch off your laptop, unplug all connected components and remove the battery from your laptop.
Now press and hold the power button for about 30 seconds to drain out all charges from the capacitor.
Insert the battery and power adapter only without connecting any peripherals.
Turn on your laptop.
Now reconnect all your peripherals and check for necessary updates for your device drivers.
Following this process should resolve your laptop screen dark issue.
The client assumes:
Anyone that searches for my brand name is probably a repeat customer, not a new one.
SEO and PPC listings are equally valuable, the only difference is the cost.
A number of internet experts and researchers believe:
When you don’t have an ad AND a natural listing, you have less presence on the search result page, and thus more competition.
When you show both, you make a bigger impact on the buyer, which increases attention and trust, thereby increasing traffic, conversions, conversion rate, decreasing cost per conversion, increasing ROI.
Brand keywords are usually cheaper than general ones, so the ROI on that ad spend is higher.
Our internal research shows that about 50% of people who convert on a brand keyword are actually new customers.
PPC’s Partial Measurability Can Be Held Against It
Both brand and general searches could be conducted by the same prospect before buying. The multi-touchpoint journey is complicated, and few analytics packages track it. Hardly any companies are using that kind of data to discover the real partial value each channel contributes to ROI.
Yahoo PPC has a concept called “assists” that hints at this big picture. For one client, 14% of Yahoo PPC sales were assisted by multiple keyword searches. That’s just within the PPC channel. 25% of those brand name keyword sales were assisted by a general keyword search. A blog post by Alan Rimm-Kaufman suggests 6-11% of brand keyword sales are preceded by general searches. Our numbers are different. There may be a high amount of variability per client and vertical, so we watch these patterns per client.
Client Case Studies
One client, fighting big time competition, seasonality issues, and focusing on general keywords, was only getting a 250% ROAS (return on ad spend, or revenue divided by ad cost). But when we include call tracking data and look at all sales that originated from PPC, the ROAS is 350%.
Another client stopped running brand keywords in PPC and when we compared them to two similar clients (same vertical, similar business structure), we found something very interesting- their natural search sales dropped dramatically. The comparison clients kept a consistent brand vs general PPC spend percentage and didn’t see this drop in natural search bookings. Somehow, brand ppc was leading to sales directly preceded by natural searches. This suggests that brand PPC might have a brand awareness raising effect, which isn’t ridiculous to consider.
PPC Brand vs General Keyword Recommendations
I’d recommend a mix for most customers. Generally speaking, each marketing effort makes the others more effective. Until we have complete multitouchpoint analytics that can guide us to the optimal mix, I suggest you allocate your budget according to your goals.
If you’re more aggressive about new customer acquisition, spend more on general keywords.
If you’re more focused on high ROI, spend more on brand keywords.
If you don’t care about getting new customers, stop PPC and just email your house list.
If you don’t have an email list yet, get more aggressive with PPC.
If you want to feature special offers to new customers, use PPC- SEO can’t be customized that quickly.
If you want to feature special offers to repeat customers, use email.
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