⟩ Suppose our company brand is called "black widgets." However, we also rank first organically for our brand "black widgets." What PPC strategy would you propose for the keyword "black widgets" and why?
This question looks at the candidate's logic as well as their experience with branded keywords. Some good answers I have heard include:
"Depends on the aggregate ROAS for both the organic and paid campaign. If we have a better return overall when Adwords is running, then go for it."
"I would probably run a paid campaign because it is a brand keyword. Some studies I have read showed that running a paid campaign for brands acts a double reinforcement of the brand."
