Brand bidding involves affiliates using the merchant's brand name as keywords in PPC campaigns. Some merchants prohibit this practice to avoid internal competition, inflated bid prices, and brand confusion.
Affiliates must comply with the merchant's terms regarding brand bidding to avoid penalties or removal from the program. Brand bidding policies vary widely between programs and should be clearly communicated to affiliates.
Brand bidding management involves monitoring keyword usage, enforcing policy compliance, and balancing affiliate freedom with brand protection. Some programs allow brand bidding with specific guidelines or restrictions.