Brand bidding means an affiliate buys search ads on queries that contain the brand name, for example “bookmaker name sign up”. Such an ad takes players who are already looking for that brand.
What programme rules say
Rules differ: some programmes forbid all ads on the brand name, some also misspelled variants, and some allow it with written consent. The ban often also covers using the brand name in a domain name or in ad copy.
How to stay within the rules
- Read the search engine section of the rules before your first campaign.
- Add the brand name as a negative keyword in your campaigns.
- If brand advertising matters to you, ask the manager for written consent.