In the dynamic realm of paid search advertising, brand bidding serves as a cornerstone strategy for businesses to secure prime real estate on search engine results pages (SERPs) and capture valuable leads. However, this landscape is not without its pitfalls, as bad actors engage in brand bidding and ad hijacking tactics that threaten to undermine the efforts and investments of legitimate advertisers.
To help better educate and protect advertisers, let’s unravel the complexities of affiliate brand bidding and ad hijacking in paid search, examining its various forms and equipping advertisers with strategies to combat this
nefarious practice effectively.
WHAT IS BRAND BIDDING IN PAID SEARCH?
Brand bidding, a common tactic in paid search advertising, involves bidding on keywords and phrases directly associated with a brand or trademark. By targeting these branded terms, advertisers ensure that their ads appear prominently when users search for specific brands or products, thereby driving traffic and potentially capturing conversions. Brand bidding enables advertisers to capitalize on the recognition and intent already associated with established brands, enhancing their visibility and competitiveness in the digital marketplace.
AFFILIATE BRAND BIDDING
Affiliate brand bidding occurs when affiliates bid on a brand's name or trademarked terms in paid search campaigns to drive traffic to their own affiliate links or websites. Affiliates may use brand bidding tactics to
capitalize on the brand's reputation and piggyback on its brand recognition to attract traffic and generate
commissions.
While brand bidding by the brand owner in paid search is typically allowed and even encouraged, affiliate brand bidding can sometimes lead to conflicts between brands and affiliates, especially if brand bidding policies are violated or if affiliates misrepresent themselves as official brand partners.
Want to learn more about decoding paid search brand bidding and affiliate hijacking? Download our eBook right here!
