How to create a successful brand bidding strategy?
- March 24, 2020
- by Jason Hope

Estimated reading time: 5 minutes, 24 seconds
Every business aims for a profitable marketing strategy that can produce subpar results. Creating and optimizing successful PPC campaigns are expected to bring meaningful growth numbers.
This technical and data-driven channel has evolved over the years and ‘brand bidding’ has emerged as one of the best practices.
As the name suggests, brand bidding is all about bidding on one’s own brand terms on the SERPs.
As per the Google policy, the trademarked terms of a brand can be used by its competitors in its own keyword list. However, they are not allowed to use your brand name, but they can run ads that can encourage users to click their ads instead of yours.
To understand it better, you can take guidance from an efficient digital marketing agency in London.
The face of the SERP landscape is continuously changing. It’s all about how you respond to competitor’s ad campaigns with respect to it?
You need an innovative strategy to combat the situation, drive strong returns and reach a win-win position.
It is not something theological; it is a practical business approach with defined objectives. The decision to work on this strategy should depend upon your business conditions.
There is nothing as such ‘right’ or ‘wrong’ in it.
It is essential to build a customised brand bidding strategy to avoid risk because of someone else’s opinion or anecdote.
Defined brand bidding objectives
Your brand bidding strategy for paid search will be a road map for you. Following it step-by-step will ensure success.
The process evaluates:
Every good strategy starts with defining objectives.
A brand bidding strategy should achieve the following goals:
For most businesses, the primary goal will be net profit.
Apart from the net profit, you may have other goals as well:
List down all your objectives to measure and track your success.
1. Conduct Competitive SERP analysis
It is a crucial part of your brand bidding strategy. You need to know if not bidding on your brand is making you lose clicks and revenues to your competition or not.
How to know if competitors are bidding on your Brand Terms?
2. Identify the value of your brand ads
Once you know there is active competition in the brand, you will want to know the value of investing in paid traffic.
Brand bidding may seem defensive in nature, but it is not limited to that. There can be a few other reasons like mitigating bad PR, promoting new products, or testing new messages and assets. Revenue considerations are also an important part of it.
Compare the performance of your paid clicks to organic and identify the true
ROAS (Return on Ad Spend):
It is vital to know the value of paid traffic as it will help you decide whether you should bid or not, independent of the competition.
3. Build your strategic framework
Once you have analysed the objectives, you should be able to track whether the paid search is beneficial for your business or not.
It is important to map your objectives to initiatives and measurable results.
As discussed earlier, whether to bid on your brand or not, is a question of conditions. Under what conditions should you run or pause your ad campaign?
A framework will offer answers to your specific questions:
Segment your goals for better results. Consider goals like:
A documented strategy defining all the questions including when, whether and, how to bid on a brand will derive growth to your business.
4. Implementation
Now that you have a strategic framework, it’s time to implement. Whether you want to exclude or bid on your brand, your account needs to match.
Exclude brand
If you exclude your brand, exclude the negative keywords active throughout your account. Even if you ‘don’t bid’ on your brand, you are still eligible to participate in the auctions of branded terms.
Continue reviewing your search term reports and, add brand misspellings and variants and negatives.
Bid on Brand
If you want to get the best results from brand bidding, make sure you have the following things:
And most of all, hire a skilled digital market agency in London to perform the tasks efficiently.
Ultimately, the decision of bidding on your brand should be driven by the strategy. An effective brand bidding campaign is an answer to your business challenges. It will let your business adapt to the changing landscapes and maximising returns.
Replace guesswork with goal-oriented marketing with an effective Brand bidding strategy.
At RVS Media, we give the very best to our clients and help them achieve their business goals. Check out what our clients have to say about us.
At RVS Media, we give the very best to our clients and help them achieve their business goals. Check out what our clients have to say about us.
Our unwavering commitment to excellence has been recognized with prestigious awards for innovation, creativity, and superior quality.