Brand bidding, also known as brand bidding, is a digital marketing strategy that involves bidding on search engines for third-party brands. That is, it is about offering a payment to bid for the use of a trademark in the search results. This means that a third party is using another company’s trademark to generate traffic to their own website.
This practice has become a source of controversy and has been the subject of discussion in the digital marketing industry. Many companies believe that brand bidding is an effective marketing strategy, as it allows them to attract customers who are looking for their brand. However, other companies argue that this can be misleading and detrimental to the brand and its reputation.
Examples of Brand Bidding
Here are some examples of how this strategy works:
- Google Ads: Advertisers can bid on keywords and trademarks. For example, if a business wants to attract customers searching for a particular brand, it can bid for that brand and appear in Google’s search results. This allows them to attract consumers who are already interested in their product or service. It is important to note that trademarks can be used as keywords, but not included in ads if these marks are protected.
- Social media:A company might bid to appear at the top of searches on Twitter or Facebook when someone searches for their brand. This allows them to attract potential customers who are looking for information about your product or service.
- Marketplaces: Marketplaces like Amazon are also another commonplace for brand bidding. Businesses can bid to appear in Amazon’s search results when someone searches for a particular brand. This allows them to attract consumers who are actively purchasing products related to their brand.
How to defend against Brand Bidding
Brand Bidding can be very damaging to a company as it can damage its reputation and attract the wrong customers. Here are some strategies that can help companies fend off brand bidding:
- Register the trademark. When a company registers its trademark, it can prevent others from using it without its permission. This means that if someone tries to bid on a company’s trademark, the search engine won’t allow them to use it in search results.
- Monitor bids. Companies can use tools to monitor who is using their brand and take legal action if necessary.
- Bid for your own brand. This allows them to appear in search results for terms associated with your brand, rather than relying solely on the brand.
- Establish agreements with affiliates. Companies can enter into agreements with affiliates to prevent them from using their brand. These agreements can include a clause that prohibits the offer of keywords related to the brand, which would limit the possibility of Brand Bidding.