Reply To: We’re spending 60% of our budget on branded search and my boss thinks it’s ok

[WabiMatcha]

I suggest reading Peter Fields research on this entitled “Long and Short of it”. In brief, your boss is not wrong. Depending on your category will dictate the weigthing to brand.

Source: Maynard Paton https://share.google/lcvBzpf1HhWj150hu