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  • Brian Swanick

    Way to keep on top of something like this! It’s really easy to let brand terms slide by the wayside but it is crazy to see the annual impact of something like that. I’d be salivating at this as a miniature case study since you saved your client about 100k over the next year.

    I think this is another step towards integrating PPC with everything else–PPC’ers can add a lot of weight when pitching clients on content with tidbits like this.

  • Amanda Mancuso

    Thanks Brain! It definitely is easy for these things to fall through the cracks. If their brand term wasn’t so high volume we probably wouldn’t have caught the issue as soon as we did. This just goes to show that little tweaks can make a huge difference in performance and spend!