The benefits of brand bidding (+ 6 proven practices)

Last Updated on 14 February 2025 by Stu Edwards

Brand bidding helps you stay visible, competitive, and in control of how your audience finds you online. It’s a tactic that can protect your brand’s reputation, win over potential customers, and even outsmart your competitors.

If you’re not doing it, your competitors will (or already are).

With competition heating up in paid search, understanding brand bidding could be a huge boost to your business.

So, what exactly is brand bidding — and how can you implement it to drive results for your business?

What is brand bidding in Google Ads?

Brand bidding is the process of targeting brand-related keywords in PPC advertising to increase visibility and capture high-intent traffic.

This can include targeting your own brand name or bidding on competitors’ brand names to direct traffic to your site.

You can see in our own example for Growth Minded Marketing, we have a Google Ads result, our organic listing, and our Business Profile listing.

We want to own the real-estate in the results page for our brand so there’s no confusion when users search for us.

Bidding on your brand terms is important because it helps protect your brand equity from competitors and ensures you capture users who are actively searching for your brand or products.

Take ClickUp and Asana, for example:

For the brand term ‘Asana’, ClickUp is beating Asana to the mark and showing why they’re “The #1 Alternative“.

It’s a pretty enticing ad!

This means that users searching for Asana may end up exploring ClickUp instead — a clear win for ClickUp, and Asana might lose out on a new customer.

Should you bid on your own brand name?

The short answer is: Yes.

Because it’s a smart way to stay ahead of competitors and maintain control over how your brand appears in search results.

You want your ad to be the first thing users see when searching for your brand, even if competitors try to target those same keywords.

Plus, if your organic ranking isn’t strong yet, bidding guarantees visibility for users actively looking for you, reducing the risk of lost traffic or conversions.

Bidding on your own brand name helps you:

1. Protect your brand from competitors.

Competitors often bid on branded terms to intercept users searching for your business.

On mobile, this can be especially disruptive, as ads dominate the screen, pushing your organic results down out of view.

By bidding on your brand keywords, you ensure your ad is the first thing users see, making it harder for competitors to divert high-intent traffic.

Think about the potential impact: a single lost lead might seem minor, but over time, it could add up to missed revenue and growth opportunities.

Consider your typical lead-to-revenue ratio—investing in brand bidding ensures your business is visible and working for you around the clock, just like any other tool designed to protect your bottom line.

2. Control the message.

Unlike organic listings, which rely on static meta descriptions, PPC campaigns allow you to highlight timely updates like seasonal promotions, new product launches, or special features.

Ad copy and Assets (extensions) give you flexibility to test different messages and identify what resonates most with your audience.

Think of brand bidding as a way to make sure your audience sees the most compelling version of your brand at the very moment they’re ready to take action.

This control can lead to higher conversion rates and a stronger first impression.

3. Increase overall visibility.

Even if your website ranks organically, appearing at the top of paid search results reinforces your brand’s presence.

This dual visibility builds trust and ensures users don’t get distracted by competing ads or irrelevant search results.

4. Support your remarketing efforts.

Branded campaigns and remarketing strategies work together to keep your brand in front of people who already know you.

Imagine this: a visitor explores a website (like you right now) but doesn’t take an action, like booking a free strategy call or downloading an advanced Google Ads tips PDF.

Later, they search for your brand.

This is your chance to reconnect.

With branded campaigns, you can make sure your ad and brand is the first thing they see.

It’s like giving them a friendly nudge, reminding them why they were interested in the first place.

The combination of remarketing and branded ads hits multiple touchpoints. You show up where it matters: in their search results.

Consistent messaging across these platforms keeps your brand fresh in their minds.

🏆 Pro tip: If your remarketing campaign is promoting a limited-time offer or a seasonal sale, reflect that in your branded ads too.

You can’t rely on your organic brand listing to reflect that limited time offer, and you have the benefit of sending that user to a a specific landing page that reflects your offer.

Remember: When your message aligns, it’s more persuasive — and it nudges users closer to action.

Should you bid on competitor brand terms?

Bidding on a competitor’s brand name can be a smart move — if your offer meets the intent behind the search.

It’s your chance to step into the spotlight and show users why you’re worth their attention.

Done right, it helps you attract high-value prospects, increase your visibility, and build credibility alongside your competitors.

But here’s the catch: your messaging must be clear, relevant, and respectful.

Misleading users or overstepping boundaries can hurt your brand more than it helps – and don’t forget the wasted spend when users accidently click on your ads looking for your competitor and immediately leave your site.

Let’s explore why a competitor brand bidding strategy is worth considering:

1. Capture high-intent audiences

Think about users searching for a competitor’s brand. They’re likely in the decision-making stage, evaluating options and ready to act.

By bidding on these brand terms, you position your business as a viable alternative, redirecting potential customers your way.

Unlike generic keywords that cast a wide net, competitor brand terms target users with clear intent.

These aren’t casual browsers—they’re serious about finding a solution. That makes your ad highly cost-effective. You’re reaching the right people at the right time.

2. Increase brand visibility

Appearing in search results alongside a well-known competitor introduces your brand to an audience that might not know you yet.

This is especially valuable for newer businesses looking to establish themselves.

Even if users don’t convert immediately, seeing your name repeatedly builds familiarity and trust. Over time, you’re not just a new name — you’re a credible option they’ll remember.

Even if users don’t immediately convert, repeated exposure to your brand name creates familiarity and trust over time.

3. Learn from market data

Bidding on competitor terms is also a strategic way to gather insights.

You can get access to metrics —impressions, clicks, impression share, Auction Insights etc that help you gauge how your brand is performing relative to competitors.

These insights help you refine your messaging, identify strengths and weaknesses, and adapt your strategy to better compete in the market.

4. Position your brand as a strong alternative

When users search for a competitor’s brand, they’re often comparing options.

When you bid on their terms, you can showcase your unique value proposition directly to these potential customers.

Use ad copy to highlight what makes you stand out—better pricing, standout features, or exceptional customer support.

This positions you as a credible and appealing alternative, helping you win over users who are on the fence or dissatisfied with the competitor.

5 proven brand bidding practices

Brand bidding can help your business capture attention and remain competitive in paid search results. A well-thought-out strategy can make all the difference.

Here’s how to structure your approach effectively:

1. Run experiments to fine-tune bidding

Testing is your best friend.

Use Google Ads’ custom experiments to try out different bidding strategies – don’t just rely on Maximise Conversions…

Over time, you’ll uncover what works best for your brand — and make decisions backed by real data.

2. Optimise campaign structure for clear reporting

Keep branded keywords in their own campaigns, segmented from all other non-brand keywords.

It makes it easier to see what’s working and what’s not, without mixing branded and non-branded data.

For Shopping campaigns, exclude branded keywords from your main campaign and use a low-priority setup to focus on branded traffic.

This structure gives you control and makes reporting simpler.

3. Select the right bidding strategy

Your choice of bidding strategy should match your goals and competitive landscape:

• Manual CPC: Offers precise budget control, making it ideal for branded campaigns.
• Target impression share: Helps you maintain an impression share %, but may increase costs.

4. Write ad copy that highlights your differentiator

Your Responsive Search Ads copy should make your brand’s value clear.

If competitors are promoting discounts, focus on what makes you stand out — like superior service or exclusive features.

Keep an eye on search term reports and engagement metrics to refine your messaging.

The more tailored your message, the better your chances of winning clicks.

5. Maximise visibility with Ad Assets

Ad Assets (or Extensions) are your secret weapon.

Use sitelinks, callouts, or structured snippets to take up more real estate on the search results page.

Ad Assets don’t just make your ad stand out—they give users more reasons to click.

Experiment with different combinations to find what works best for your audience.

6. Measure success with key metrics

Keep track of metrics like Click-Through Rates (CTR), Conversion Rates, and Cost-Per-Click (CPC). Branded campaigns should outperform others in these areas.

If competitors start bidding on your brand terms, watch for changes in impression share, check our Auction Insights and adjust your bids to maintain your position.

Take control of your brand’s search presence

Brand bidding helps you take control of your brand’s presence in search results, outsmart competitors, and make the most of every click.

Whether your goal is to protect your name, capture high-intent audiences, or establish yourself as the go-to option in your industry, it all starts with a solid strategy.

Keep these in mind as you build yours:

• A strong campaign structure gives you clarity and control.
• Ad copy and extensions make your message unmissable.
• Consistent testing keeps your performance sharp.

Your brand’s visibility matters. Are you claiming your rightful spot in search results, or leaving the door open for competitors to take it?

If you need help with brand bidding, schedule a call now and a growth expert from our team will get back to you ASAP.