04-23-2019, 04:38 AM
Brand bidding is the practice of bidding on the brand terms of a third party, so your ads appear when their brand is entered as a search term. For example, an insurance company X might bid on the brand term ‘Aviva’.
The idea is to grab traffic on the brand term and redirect it to your own site. The brand bidder’s reasoning is that if they can write a sufficiently eye-catching, memorable ad, the web user will click on it, arrive at their site and choose their product instead of those of the brand owner they originally searched for. The aim is diversion, in both the psychological and user-journey senses of the word.
The idea is to grab traffic on the brand term and redirect it to your own site. The brand bidder’s reasoning is that if they can write a sufficiently eye-catching, memorable ad, the web user will click on it, arrive at their site and choose their product instead of those of the brand owner they originally searched for. The aim is diversion, in both the psychological and user-journey senses of the word.
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