Brandbidding is a practice by which an advertiser buys the keywords relevant to your brand in search engines. This can be done by competing companies (for instance, Coke can buy the keyword Pepsi on Google) or by competing marketing agencies for the same brand.
Brand keywords are coveted because they usually bring higher conversion rates that normal (generic) keywords, at a lower cost per click. This is why some merchants restrict the use of their brand keywords. However, marketing agencies and affiliate companies can always find ways to benefit from these brands, even in breach of terms.
This is why in order to fully ensure control of a company´s brand keywords the company in question must have a campaign of its own (or have an agency manage these keywords for them) while also keeping a trained eye on the ads that show for its protected keywords.
If you would like us to check on your brand keywords, please fill in the form below and we will send you a report.
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