Bidding on the brand can help businesses mitigate bad PR, promote a new product or test new assets.
This piece suggests that brands should focus on lifetime value while deciding their bidding strategy instead of immediate returns. Defining brand bidding objectives can help businesses to measure and track success. They should conduct a competitive SERP analysis to determine threats that can cause revenue loss.
Brands can use Google Ads’ Auction Insights data to find out who else is showing up on the company’s branded keywords. However, if the business doesn’t have branded keywords to identify auction competition, they can use other research tools like SEMrush or SpyFu.
The author suggests marketers should create a brand bidding strategy that answers the challenges of their business. It will help them adapt to the changing landscape and maximise their returns.
[10 minute read]