Should you bid on brand terms? Bing Ads research shows that the performance of brand keywords varies according to many factors, including not only the competit…

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According to Bing’s researches, we can deduce that bidding on brand terms add a 32 percent of the clicks we receive, thanks to paid search. We also end up paying for an additional 18 percent of clicks, that we would have captured anyway through our 1st ranking position on organic results.