Knowledge base · Advertising
Brand bidding
Brand bidding is advertising on your own brand name in search engines, or on someone else's.
Bidding on your own brand name feels like paying for what could be free. Yet it is often wise: you keep out competitors advertising on your name and you control the message on top.
The reverse, bidding on a competitor's brand name, is allowed as long as you do not use the name misleadingly in your ad copy. It works best when you offer a clear alternative.
Always measure brand-name traffic separately. Customers already searching your name were nearly in; their conversion should not count as a generic campaign's merit.
How we do it
We always split brand and generic campaigns, so the numbers stay honest.
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