A question that will always be asked of performance marketing teams is ‘should we be bidding on brand terms?’ In the below we'll address when you should and shouldn't consider brand bidding and how you can test if it's driving profitability for your business.

Previously we have examined how to use the customer journey to break down website performance and to prioritise development work, here we look at leveraging audiences within each channel, helping to create value from your display and social investments.