What is Brand Bidding in Google Ads?

Adsbot Growth Team
What is Brand Bidding in Google Ads?

Are you an advertiser looking to get the most out of your Google Ads campaigns? Do you want to make sure that no one else is using your brand name in their ads? If so, then you need to understand what brand bidding is and how it can help you. As Adsbot we can find the competitors who are targeting your brand searches. But firstly lets start with brand bidding


What is Brand Bidding (Trademark Bidding)

Brand bidding, also known as trademark bidding, is an act of bidding on particular brand-related keywords for paid search on search engines such as Google Ads. This practice allows businesses to acquire more visibility in the search engine result pages (SERPs) by competing with competitors and other advertisers for top positions. It involves using your own brand name as a keyword to increase your chances of showing up in the SERPs, while also bidding on competitors’ brand names to boost your own visibility. This Google Ads keyword bidding strategy aims to outrank competitors and increase visibility for a brand, ultimately leading to increased website traffic, leads, and sales.


How Does Google Ads Run an Auction?

Every time an ad space is available, Google Ads runs an auction to decide which ads will be shown and in which order. Unlike common auctions, Google Ads auctions determine whether or not an ad appears based on the advertiser’s bids, budget and Quality Score. When a user searches in Google, the auction runs between all the advertisers bidding for the corresponding keyword. The auction determines which ads get shown and which don’t, based on the highest bidder’s Quality Score, bid amount and budget. Target CPA (Target Cost Per Acquisition) is a Google Ads automated bidding method that allows you to optimize your campaigns with multiple objectives in mind. Understanding how Google Ads runs an auction is important as it can help you make informed decisions when bidding on your own brand’s name or competing brands.


Why Bidding on Your Own Brand Matters?

Bidding on your own brand in Google Ads matters as it can help improve the customer experience and protect your sales. It can also increase your influence on what the search results look like, allowing you to control your messaging and organic SERP listings. Moreover, it provides an opportunity to create brand ads that are tailored to the interests of users who are close enough to conversion that they may be considering rival products. Finally, brand bidding can be a valuable strategy for identifying competitor activity and protecting yourself against trademark infringement.

Organic SERP Listings vs. Brand Ads

Organic SERP listings and brand ads both have their benefits in terms of visibility, click-through rate, brand awareness, and more. Organic SERP listings allow you to optimize your title, description, and other meta tags for higher ranking. Meanwhile, bidding on your own brand in Google Ads means using your company name as a keyword to gain a sense of control over your SERP rankings. You can also push special features or unique value propositions in ad copy and extensions with high-performing content. Bidding on your own brand terms allow you to dominate the Search Engine Results Page (SERP’s) with up to four ads showing on top of the search results. Additionally, branded keywords tend to be very cheap to bid on, yet they often have a very high ROI due to high searcher intent. Ultimately, bidding on brand keywords in your paid search campaigns can help you deliver a clear message and create target-specific ads.


What Does Bidding On Your Own Brand Mean?

Bidding on your own brand in Google Ads is a great way to ensure that your company name is the first thing people see when they search for it. As mentioned earlier, bidding on your brand terms is an important investment as a means of preventing competitors from poaching your users who are close enough to conversion that they could be persuaded away. By bidding on your own brand, you can also gain a larger influence over what the search results look like, and have more listings appear in the organic search results. Furthermore, you can use Target Impression Share to control how often you appear in search results and increase your brand visibility.


How To Use Your Company Name as a Keyword?

Bidding on your own brand in Google Ads is a great way to improve the customer experience and protect your sales against competitors. By using your company name as a keyword, you can dominate the top of the search result page by showing more listings, and taking up more space with your brand ads. This will help to create brand recognition and trust for your business. Note that competitors cannot use trademarked brand names in their ad copy – this is the only remaining condition.


What is PPC Brand Bidding Strategy?

PPC brand bidding is a strategic approach to bidding on branded keywords, such as your own company’s name or your competitor’s brand names. This type of keyword bidding allows you to compete with other companies in the same space, and can help you increase visibility and conversions. With this strategy, you can set up a maximum bid amount that Google Ads will use to determine where your ads are placed in the SERP. By bidding on your own brand name, you can ensure that your ads appear prominently in the search results, helping to separate them from other campaigns. Additionally, competitor bidding can help you gain an edge over your competition by ensuring that their ads don’t appear in the SERP when users search for relevant keywords.


Competitor Bidding on PPC: How to Use Your Competitors’ Brand Names as Keywords?

With Google Ads abolishing the restrictions that stopped brands from bidding on a competitor’s branded keyword, companies can now make their way into their competitors’ digital landscape by placing paid ads for their branded terms. This PPC brand bidding strategy aims to highlight a company’s unique proposition in the ad copy and help them gain brand awareness. It is important to understand how to use your competitors’ brand names as keywords, as this can be a great way to gain an edge over the competition and improve your visibility in the SERPs.

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