Brand bidding vs. trademark bidding: what's the difference?
"Brand bidding" and "trademark bidding" are often used to mean the same thing, but they're not quite the same, and the difference matters when you decide what you can do about it.
The terms, side by side
| Brand bidding | Trademark bidding | |
|---|---|---|
| What it means | Bidding on a brand name as a keyword, whoever does it | Bidding on a registered trademark as a keyword, usually by someone other than the owner |
| Who does it | The brand itself, competitors, affiliates, resellers | Competitors, affiliates, resellers |
| Can be a good thing? | Yes, when it's your own brand campaign | Rarely, for the owner |
| Common context | PPC strategy, affiliate program rules | Legal disputes, Google trademark complaints |
Brand bidding
"Brand bidding" is the broader, everyday PPC term. It covers:
- Bidding on your own brand, which most advertisers do to protect their top spot. See should I bid on my own brand name?
- Competitors bidding on your brand, to appear when people search for you.
- Affiliates bidding on the merchant's brand, which affiliate programs usually call "brand bidding" and often ban. See affiliates bidding on your brand.
Trademark bidding
"Trademark bidding" is the narrower, more legal term: buying someone else's registered trademark as a keyword. It's the phrase you'll see in court cases and in Google's trademark policy. In the US, trademark bidding on its own is generally not infringement; using the trademark in the ad in a confusing way can be. See is it legal to bid on a competitor's brand?
Why the difference matters
- Your own brand bidding is a choice you test and optimise.
- Someone else's bidding on your trademark is something you monitor and, where you can, stop.
- What you can do depends on the ad, not the keyword. Google restricts trademarks in ad text, not as keywords, after a trademark complaint. Keyword-only bidding is handled with direct requests, agreements and your own brand campaign.
- A registered trademark helps. It's what Google's complaint process asks for, and it strengthens your letters. Unregistered brand names have fewer options.
The practical steps for both are in how to stop competitors bidding on your brand.
Questions
What is brand bidding?
Bidding on a brand name as a keyword in search ads. It includes a brand bidding on its own name, competitors bidding on it, and affiliates bidding on the merchant's brand.
What is trademark bidding?
Bidding on someone else's registered trademark as a keyword. It's the narrower, more legal term used in court cases and Google's trademark policy.
Is trademark bidding legal?
In the US, bidding on a trademark as a keyword is generally not infringement on its own; using it in the ad in a confusing way can be. This is general information, not legal advice.
Free check: see the ads on your brand right now
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