Sometimes, affiliate brand bidding is good.
March 12th, 2008 adminRecently, multiple blogs have posted on brand bidding. Stating it’s a good idea, it’s a bad idea. Everyone has an fairly stringent opinion of brand bidding. Some say always bid, some say sometimes bid. Nobody says never bid!
Here’s a few reasons to brand bid, allow affiliates to bid on your brand or to not brand bid at all. It is situational.
Display a message
- Sometimes you need to alert customers to a vital product, sale or event and what better way than to alert them in your PPC ad text. This can inspire customers to purchase quickly - particularly with an excellent landing page.
- Some typical events could be: 20% sale today only on xxx item. Or Bet on the Grand National now.
Defend the search space
- If you haven’t trademarked your brand term, then allowing affiliates to bid on your brand term will help push out competitor bidders ensuring that you will still generate leads. If this is your situation however, I suggest you trademark your brand term as quickly as possible otherwise you will be wasting vast money buying leads you should have delivered to yourself dirt cheap.
- Additionally, this strategy can be employed in a blackhat PPC method providing each site you bid for the brand term with has individual credit cards, addresses and setups.
Even if you rank well for your brand term (top)
- If you rank top for your brand term but competitors/affiliates land on the first page of organic then bidding on brand term is still advisable. This will push your competitors further down the page - which is always good.
I probably missed alot, but i’m in a rush. Game on brand terms.