{"id":20115,"date":"2019-12-04T00:01:23","date_gmt":"2019-12-04T00:01:23","guid":{"rendered":"https:\/\/intentwise.com\/blog\/?p=20115"},"modified":"2024-02-06T06:12:05","modified_gmt":"2024-02-06T14:12:05","slug":"brand-bidding-brand-owner","status":"publish","type":"post","link":"https:\/\/www.intentwise.com\/blog\/ad-optimization\/brand-bidding-brand-owner\/","title":{"rendered":"Aggressively Tilt Brand Term Bidding in Favor of Brand Owners","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"

Competitors bidding on brand terms on Amazon Advertising<\/a> has been a frequent topic of conversation with our clients over the past few days.\u00a0<\/span><\/p>\n

If you have been in the world of search advertising (Google Adwords, Bing Ads, etc.), competitors bidding on your brand terms is not a new practice. There is a fancy name for it: <\/span>CONQUESTING.\u00a0 <\/b>Advertising on Amazon is no different, and you see this in full effect now.<\/span><\/p>\n

The challenge for brand owners is if a competitor starts bidding on your brand terms aggressively, defending against them can get very expensive very quickly. We have seen brand term CPCs spike up drastically, especially if you are in a category where there are multiple deep-pocketed advertisers with a win-at-any-cost strategy.\u00a0<\/span><\/p>\n

In our opinion, bidding on brand terms should be heavily tilted in favor of the brand owners, meaning, competitors should be paying significantly higher CPCs than brand owners for the same click. Perhaps information from the brand registry could be taken into account while determining CPCs and in the process favoring brand owners.\u00a0\u00a0<\/span><\/p>\n

After all, advertisers much rather spend their budgets on non-brand keywords and drive incremental sales as opposed to defending their turf that they have painstakingly built over time.\u00a0<\/span><\/p>\n

Until then, what should brand owners do? While there are no easy solutions, here are some tactics to consider:<\/span><\/p>\n

    \n
  1. Track competitors bidding on your brand terms<\/a><\/span><\/li>\n
  2. If you decide to defend aggressively, gradually bid-up until you unseat them in the top spots<\/span><\/li>\n
  3. Lower bids as long you are able to keep the top-spots. This way, you spend just enough and nothing more<\/span><\/li>\n<\/ol>\n

    Read our blog post “CTRs increased significantly over the past 4 weeks. Here is why.<\/a>” to better understand what your Amazon Advertising metrics are telling you.<\/em><\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"

    Competitors bidding on brand terms on Amazon Advertising has been a frequent topic of conversation with our clients over the past few days.\u00a0 If you have been in the world of search advertising (Google Adwords, Bing Ads, etc.), competitors bidding on your brand terms is not a new practice. There is a fancy name for […]<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":6,"featured_media":22787,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","cybocfi_hide_featured_image":"yes","footnotes":""},"categories":[91],"tags":[96,45],"class_list":["post-20115","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ad-optimization","tag-mobile","tag-tip-of-the-week"],"yoast_head":"\nHow Brand Owners Can Master Brand Term Bidding<\/title>\n<meta name=\"description\" content=\"A constant risk in search advertising is that your competitors will start bidding on your own brand keywords. Here's how brand owners can prepare.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.intentwise.com\/blog\/ad-optimization\/brand-bidding-brand-owner\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Aggressively Tilt Brand Term Bidding in Favor of Brand Owners\" \/>\n<meta property=\"og:description\" content=\"A constant risk in search advertising is that your competitors will start bidding on your own brand keywords. Here's how brand owners can prepare.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.intentwise.com\/blog\/ad-optimization\/brand-bidding-brand-owner\/\" \/>\n<meta property=\"og:site_name\" content=\"Intentwise Blog\" \/>\n<meta property=\"article:published_time\" content=\"2019-12-04T00:01:23+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-02-06T14:12:05+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2019\/12\/Brand-Term-Bidding.png\" \/>\n\t<meta property=\"og:image:width\" content=\"700\" \/>\n\t<meta property=\"og:image:height\" content=\"400\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Sreenath Reddy\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Sreenath Reddy\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/ad-optimization\\\/brand-bidding-brand-owner\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/ad-optimization\\\/brand-bidding-brand-owner\\\/\"},\"author\":{\"name\":\"Sreenath Reddy\",\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/#\\\/schema\\\/person\\\/c71ae749d72eb9b7c140641ff76b0f85\"},\"headline\":\"Aggressively Tilt Brand Term Bidding in Favor of Brand Owners\",\"datePublished\":\"2019-12-04T00:01:23+00:00\",\"dateModified\":\"2024-02-06T14:12:05+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/ad-optimization\\\/brand-bidding-brand-owner\\\/\"},\"wordCount\":300,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/ad-optimization\\\/brand-bidding-brand-owner\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/wp-content\\\/uploads\\\/2019\\\/12\\\/Brand-Term-Bidding.png\",\"keywords\":[\"Mobile\",\"Tip of the Week\"],\"articleSection\":[\"Ad Optimization\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/ad-optimization\\\/brand-bidding-brand-owner\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/ad-optimization\\\/brand-bidding-brand-owner\\\/\",\"url\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/ad-optimization\\\/brand-bidding-brand-owner\\\/\",\"name\":\"How Brand Owners Can Master Brand Term Bidding\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/ad-optimization\\\/brand-bidding-brand-owner\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/ad-optimization\\\/brand-bidding-brand-owner\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/wp-content\\\/uploads\\\/2019\\\/12\\\/Brand-Term-Bidding.png\",\"datePublished\":\"2019-12-04T00:01:23+00:00\",\"dateModified\":\"2024-02-06T14:12:05+00:00\",\"description\":\"A constant risk in search advertising is that your competitors will start bidding on your own brand keywords. Here's how brand owners can prepare.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/ad-optimization\\\/brand-bidding-brand-owner\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/ad-optimization\\\/brand-bidding-brand-owner\\\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/ad-optimization\\\/brand-bidding-brand-owner\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Ad Optimization\",\"item\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/.\\\/ad-optimization\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Aggressively Tilt Brand Term Bidding in Favor of Brand Owners\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/#website\",\"url\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/\",\"name\":\"Intentwise Blog\",\"description\":\"Amazon Analytics & Advertising Software\",\"publisher\":{\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/#organization\",\"name\":\"Intentwise\",\"url\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/wp-content\\\/uploads\\\/2021\\\/07\\\/favicon256.png\",\"contentUrl\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/wp-content\\\/uploads\\\/2021\\\/07\\\/favicon256.png\",\"width\":256,\"height\":256,\"caption\":\"Intentwise\"},\"image\":{\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/#\\\/schema\\\/logo\\\/image\\\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/#\\\/schema\\\/person\\\/c71ae749d72eb9b7c140641ff76b0f85\",\"name\":\"Sreenath Reddy\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/lh3.googleusercontent.com\\\/a-\\\/AFdZucpHAwF3dCxXAM1AsHF76aYLBx0fJjWYhFP6qbFE2A=s96-c\",\"url\":\"https:\\\/\\\/lh3.googleusercontent.com\\\/a-\\\/AFdZucpHAwF3dCxXAM1AsHF76aYLBx0fJjWYhFP6qbFE2A=s96-c\",\"contentUrl\":\"https:\\\/\\\/lh3.googleusercontent.com\\\/a-\\\/AFdZucpHAwF3dCxXAM1AsHF76aYLBx0fJjWYhFP6qbFE2A=s96-c\",\"caption\":\"Sreenath Reddy\"},\"description\":\"Sreenath Reddy, the Co-Founder & CEO of Intentwise, has 20 years of experience in the digital advertising and data analytics space. He is an AI-geek and is passionate about applying AI to solve marketplace eCommerce challenges.\",\"url\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/author\\\/sreenathintentwise-com\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"How Brand Owners Can Master Brand Term Bidding","description":"A constant risk in search advertising is that your competitors will start bidding on your own brand keywords. Here's how brand owners can prepare.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.intentwise.com\/blog\/ad-optimization\/brand-bidding-brand-owner\/","og_locale":"en_US","og_type":"article","og_title":"Aggressively Tilt Brand Term Bidding in Favor of Brand Owners","og_description":"A constant risk in search advertising is that your competitors will start bidding on your own brand keywords. Here's how brand owners can prepare.","og_url":"https:\/\/www.intentwise.com\/blog\/ad-optimization\/brand-bidding-brand-owner\/","og_site_name":"Intentwise Blog","article_published_time":"2019-12-04T00:01:23+00:00","article_modified_time":"2024-02-06T14:12:05+00:00","og_image":[{"width":700,"height":400,"url":"https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2019\/12\/Brand-Term-Bidding.png","type":"image\/png"}],"author":"Sreenath Reddy","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Sreenath Reddy","Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.intentwise.com\/blog\/ad-optimization\/brand-bidding-brand-owner\/#article","isPartOf":{"@id":"https:\/\/www.intentwise.com\/blog\/ad-optimization\/brand-bidding-brand-owner\/"},"author":{"name":"Sreenath Reddy","@id":"https:\/\/www.intentwise.com\/blog\/#\/schema\/person\/c71ae749d72eb9b7c140641ff76b0f85"},"headline":"Aggressively Tilt Brand Term Bidding in Favor of Brand Owners","datePublished":"2019-12-04T00:01:23+00:00","dateModified":"2024-02-06T14:12:05+00:00","mainEntityOfPage":{"@id":"https:\/\/www.intentwise.com\/blog\/ad-optimization\/brand-bidding-brand-owner\/"},"wordCount":300,"commentCount":0,"publisher":{"@id":"https:\/\/www.intentwise.com\/blog\/#organization"},"image":{"@id":"https:\/\/www.intentwise.com\/blog\/ad-optimization\/brand-bidding-brand-owner\/#primaryimage"},"thumbnailUrl":"https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2019\/12\/Brand-Term-Bidding.png","keywords":["Mobile","Tip of the Week"],"articleSection":["Ad Optimization"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.intentwise.com\/blog\/ad-optimization\/brand-bidding-brand-owner\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.intentwise.com\/blog\/ad-optimization\/brand-bidding-brand-owner\/","url":"https:\/\/www.intentwise.com\/blog\/ad-optimization\/brand-bidding-brand-owner\/","name":"How Brand Owners Can Master Brand Term Bidding","isPartOf":{"@id":"https:\/\/www.intentwise.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.intentwise.com\/blog\/ad-optimization\/brand-bidding-brand-owner\/#primaryimage"},"image":{"@id":"https:\/\/www.intentwise.com\/blog\/ad-optimization\/brand-bidding-brand-owner\/#primaryimage"},"thumbnailUrl":"https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2019\/12\/Brand-Term-Bidding.png","datePublished":"2019-12-04T00:01:23+00:00","dateModified":"2024-02-06T14:12:05+00:00","description":"A constant risk in search advertising is that your competitors will start bidding on your own brand keywords. Here's how brand owners can prepare.","breadcrumb":{"@id":"https:\/\/www.intentwise.com\/blog\/ad-optimization\/brand-bidding-brand-owner\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.intentwise.com\/blog\/ad-optimization\/brand-bidding-brand-owner\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/www.intentwise.com\/blog\/ad-optimization\/brand-bidding-brand-owner\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Ad Optimization","item":"https:\/\/www.intentwise.com\/blog\/.\/ad-optimization\/"},{"@type":"ListItem","position":2,"name":"Aggressively Tilt Brand Term Bidding in Favor of Brand Owners"}]},{"@type":"WebSite","@id":"https:\/\/www.intentwise.com\/blog\/#website","url":"https:\/\/www.intentwise.com\/blog\/","name":"Intentwise Blog","description":"Amazon Analytics & Advertising Software","publisher":{"@id":"https:\/\/www.intentwise.com\/blog\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.intentwise.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.intentwise.com\/blog\/#organization","name":"Intentwise","url":"https:\/\/www.intentwise.com\/blog\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.intentwise.com\/blog\/#\/schema\/logo\/image\/","url":"https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2021\/07\/favicon256.png","contentUrl":"https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2021\/07\/favicon256.png","width":256,"height":256,"caption":"Intentwise"},"image":{"@id":"https:\/\/www.intentwise.com\/blog\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/www.intentwise.com\/blog\/#\/schema\/person\/c71ae749d72eb9b7c140641ff76b0f85","name":"Sreenath Reddy","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/lh3.googleusercontent.com\/a-\/AFdZucpHAwF3dCxXAM1AsHF76aYLBx0fJjWYhFP6qbFE2A=s96-c","url":"https:\/\/lh3.googleusercontent.com\/a-\/AFdZucpHAwF3dCxXAM1AsHF76aYLBx0fJjWYhFP6qbFE2A=s96-c","contentUrl":"https:\/\/lh3.googleusercontent.com\/a-\/AFdZucpHAwF3dCxXAM1AsHF76aYLBx0fJjWYhFP6qbFE2A=s96-c","caption":"Sreenath Reddy"},"description":"Sreenath Reddy, the Co-Founder & CEO of Intentwise, has 20 years of experience in the digital advertising and data analytics space. He is an AI-geek and is passionate about applying AI to solve marketplace eCommerce challenges.","url":"https:\/\/www.intentwise.com\/blog\/author\/sreenathintentwise-com\/"}]}},"gt_translate_keys":[{"key":"link","format":"url"}],"_links":{"self":[{"href":"https:\/\/www.intentwise.com\/blog\/wp-json\/wp\/v2\/posts\/20115","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.intentwise.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.intentwise.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.intentwise.com\/blog\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/www.intentwise.com\/blog\/wp-json\/wp\/v2\/comments?post=20115"}],"version-history":[{"count":0,"href":"https:\/\/www.intentwise.com\/blog\/wp-json\/wp\/v2\/posts\/20115\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.intentwise.com\/blog\/wp-json\/wp\/v2\/media\/22787"}],"wp:attachment":[{"href":"https:\/\/www.intentwise.com\/blog\/wp-json\/wp\/v2\/media?parent=20115"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.intentwise.com\/blog\/wp-json\/wp\/v2\/categories?post=20115"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.intentwise.com\/blog\/wp-json\/wp\/v2\/tags?post=20115"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}