Bidding on your own brand?

Torkel Öhman - Aug. 12, 2020

This is intended for resellers or vendors/manufacturers who doesn’t have resellers – in other words your site is the only site that sells your brand.

Should i bid on my own brand?

This is often a hot topic among our customers, many think that it is unnecessary to spend money to bid on their own brand, and just as many thinks that it’s obvious that you should buy your own brand.

As a policy we recommend that you buy your own brand, but with a budget-cap that is maximum 10% of your total budget. Most of the time the budget for your own branded keywords will be much smaller, but it depends on your total budget.

Pros and cons

There are of course some pros and some cons, but the only con that matters is the cost. If you are fine with that, there are a few nice upsides to bidding on your own brand

  • Keyword-mining
    • Buying the keywords give you the possibility to mine for other keywords. Often, we see misspellings of your brand, and parts of phrases that are useful to add. For example “brand “+”geographical location, or “brand ”+”category name”.
    • There are relatively speaking quite few variations of brand keywords, so with keyword mining it doesn’t take long to get +99% exact matches.
  • It’s cheap.
    • With a Quality Score that should be in near 10 for all brand keywords, most clicks on exact matches and expensive for your competition to bid on it’s extremely cheap
  • Control over landing pages
    •  The search for your brand name will always link to your frontpage in SEO, but is that where you have the best probability of conversion? If a user previously has searched for a certain category, wouldn’t it be better to send that user to that category, product page or somewhere where we know there is a higher probability of conversion
  • Longtail brand
    • You might be on top of the organic search term “brand”, but might not be in the top if someone searches for “brand” + “keyword2”.
  • Blocking competition
    • Since Google Ads is an auction, even if your competition is not relevant at all when bidding on your brand keyword, but it becomes even more expensive if you (as the brand owner) is competing


Bidding on your own brand is a cheap way to get information, control and users from the lower funnel and if you don’t spend too much it’s highly recommended. With the small parentheses that, as with all data, you need to take care of the information you are gathering. Adding the keywords, you are mining, directing the ads to the URLs and doing something with the user data you gather.

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