Why Should Placing Brand Bids On Google Ads? – Google Ads Update 2024

Placing Brand Bids On Google Ads
Referring to placing brand bids on Google Ads means addressing the protection of your brand and maximizing its visibility, which is crucial for sustainable success. That’s why placing brand bids on brand keywords is an integral part of any PPC campaign.
In this guide, Bluefocus will explain everything you need to know about placing brand bids on Google Ads and effectively leveraging this powerful tool in your Google Ads campaigns.

Definition of Placing Brand Bids on Google Ads

Placing brand bids on Google Ads, also known as PPC bidding, refers to the practice of bidding on your own brand name or related trademarks as keywords in your Google Ads campaigns. This ensures that your advertisements appear prominently when potential customers search for your brand or similar phrases.
According to Google Ads policies, competitors are not allowed to use your brand name in their ads, but they may run smart campaigns to encourage clicks on their ads instead of yours.
Placing Brand Bids On Google Ads
Placing Brand Bids On Google Ads
Website of a brand may have good organic rankings, but competitors have more space than ever to promote their offerings and overshadow other results.

How to know if competitors are bidding on my brand?

Nowadays, it’s not uncommon for competitors to bid on your brand keywords to attract some of your traffic. Even if users don’t click on your competitor’s ads, they now know about their existence if they didn’t before.
How can you know if this is happening? Here are some ways to check:

Check on Google

The simplest and quickest way to check if competitors are placing brand bids on Google Ads for your brand keywords is to conduct a search on Google
Enter your brand name into the search bar and observe the results. If you see advertisements from other companies or businesses appearing prominently above the unpaid listings, they might be placing brand bids on Google Ads for your brand keywords.
Remember that this only indicates competition; just because you don’t see any paid ads doesn’t mean you don’t have competitors in the auction. Be cautious of misleading signs due to budget depletion, low ad rankings, exclusion of positions, and other reasons.

Use Google’s ad preview and diagnostic tools

Google’s ad preview and diagnostic tools allow you to see how your search results look from different locations, devices, and languages. This can be especially helpful if you suspect that competitors are targeting your brand keywords in specific areas or on certain devices. Utilizing placing brand bids on Google Ads strategically can provide insights into competitor tactics and help refine your own advertising approach.

Observe and track your search term reports in Google Ads

Search term reports in Google Ads show you the actual queries that triggered your ads. If you notice queries including your brand name but linked to your competitor’s ads, that’s a clear sign they’re bidding on your brand keywords.

Use competitive intelligence tools

There are several competitive intelligence tools available that can provide detailed information about your competitor’s PPC strategies. Tools like SEMRUSH, Spyfu can let you know the keywords your competitors are bidding on in Google Ads, including your brand keywords. This underscores the importance of Placing Brand Bids on Google Ads in staying ahead of the competition and ensuring your brand maintains its visibility and relevance in the digital landscape

Consult digital marketing agencies

If you’re still unsure or if you want a more comprehensive analysis, consider consulting with a digital marketing agency like Bluefocus, a leading Google partner in APAC. At Bluefocus, a team of Google Ads experts can provide professional guidance and help you address complex issues in the process of placing brand bids on Google Ads.
While Google Ads policies typically prohibit bidding on competitors’ brand keywords in Google Ads, be mindful of cases where competitors may use variations of your brand name in their ad copy. Consider using negative keywords to address such cases.

Why is Brand Bidding so Important?

There are several compelling reasons why placing brand bids on Google Ads becomes an essential part of any Google Ads strategy:

Maintain consistent control over your brand story

By appearing at the top of search results for your brand, you maintain control over the message that users see first. This ensures they encounter your official content, safeguarding your brand reputation and preventing competitors from “hijacking” your search presence.

Enhance brand visibility and awareness

Bidding on brand keywords significantly increases your brand’s impressions on Google Ads in search results, leading to heightened awareness and visibility among potential customers. This is particularly beneficial for new or emerging brands striving to establish their presence in their market.

Capture High-Intent Traffic

Individuals searching directly for your brand name may be highly-intent users familiar with your products or services. Placing brand bids on Google Ads allows you to capture this valuable audience segment at crucial moments in their decision-making journey, potentially leading to higher conversions.

Drive Website Traffic

By prominently appearing in search results, placing brand bids on Google Ads increases the likelihood of users clicking on your ad and being directed to your website. This can significantly boost website traffic, potentially leading to increased leads, sales, and brand engagement.

Recommended Brand Bidding Strategies

Once you grasp the core principles of placing brand bids on Google Ads, explore practical strategies to optimize your approach:
Placing Brand Bids On Google Ads
Placing Brand Bids On Google Ads

Analyze SERP Competition

  • Beyond all the basic campaign setup steps, the first thing you need to do is identify the threat of click loss and revenue loss. Ensure you know whether this is happening due to competitor ads competing with your listings or simply because your brand name isn’t appearing as a top result.
  • If you have direct competition, most ads or competitive results can pose a real threat to your business. Even when someone searches for your brand name, it doesn’t necessarily mean they’re showing interest or exclusivity towards your brand. This underscores the importance of Placing Brand Bids on Google Ads in maintaining visibility and control over your brand’s online presence.

Apply Exact Match Keywords

To maximize control over when your ads appear, prioritize exact match keywords, which only trigger your ads when a user’s search query precisely matches your brand name. This ensures your ads are only shown for highly relevant searches, preventing irrelevant clicks.

Utilize Negative Keywords

Negative keywords are essential for refining your targeting and preventing irrelevant ad impressions. By adding negative keywords like “competitor name” or “used (your brand name),” you can prevent your ads from showing for searches containing these phrases, ensuring your budget is spent wisely.

Highlight Your Unique Selling Proposition (USP) in Ad Copy

Your brand name alone isn’t the deciding factor that prompts users to click; it’s your product’s USP that sets you apart from competitors. Highlight your USP in ad copy alongside your brand name. This increases CTR in Google Ads.
This could be anything from superior product quality, exceptional customer service, exclusive offers, or any other aspect that makes your brand unique. When users search for your brand, they may already be familiar with your product or service and are further along in the buying process.
Placing Brand Bids On Google Ads
Placing Brand Bids On Google Ads

Participate in Competitors’ Brand Auctions with Caution

You heard it right; you can bid on keywords related to your competitor’s brand. However, there are limitations to bidding on your competitor’s brand keywords. Google’s terms of service prohibit placing brand bids on Google Ads using other brand names in your ads.
Another crucial aspect is to maintain professionalism; publicly criticizing another brand is not advisable and can lead to serious legal trouble. Despite these limitations, there are still strategic ways to incorporate participating in your competitor’s brand auctions in Google Ads into your marketing efforts. Here’s an example:
Placing Brand Bids On Google Ads
Placing Brand Bids On Google Ads

High-Quality Landing Pages Are Prioritized

When users click on your brand-related keyword ads, they expect to access relevant and informative pages. Ensure your landing page provides a seamless user experience, clearly communicates your brand value proposition, and aligns with the search intent behind the brand query.

Typical Successful Case Studies of Brand Bidding on Google Ads

Let’s look at some real-life examples of successful brand bidding on Google Ads. One notable company is Bluefocus, a brand renowned for its Google Ads services, particularly known for providing Google Ads agency account rental services in Vietnam.

Business Challenges

The Google service industry is highly competitive, with numerous large businesses vying for market share. Bluefocus needs to stand out amidst the crowd and establish a strong presence in the Vietnamese market.
Bluefocus Strategy
Bluefocus decides to leverage bidding on their brand in Google Ads as part of their marketing strategy. They bid on their own brand name and related keywords to enhance visibility on search engine results pages (SERP).
This is particularly crucial because competitors are also bidding on Bluefocus’s keywords.
Placing Brand Bids On Google Ads
Placing Brand Bids On Google Ads


Bluefocus’s Google Ads campaigns have been carefully crafted to appeal to the Vietnamese audience. Their ads for the keyword “ultimate” have been personalized with the message “the best Google Ads service in Vietnam” and highlight attractive offers for a small service within Google Ads. The ads also provide social proof with over 7,984 reviews.

Results Achieved

The strategy of placing brand bids on Google Ads has yielded remarkable success. By bidding on their own brand keywords, they were able to maintain high visibility on SERPs, control the messaging related to their brand, and drive conversions.
Placing brand bids on Google Ads is a powerful strategy that can significantly enhance your visibility and brand control in the digital market. It’s an approach that can boost conversion rates in Google Ads and safeguard your brand against competitive threats.
However, it’s crucial to remember that every brand is unique, and your Google Ads brand bidding strategy should be tailored to fit your specific needs and goals.

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