Brand Bidding Impact [Report]

Pat Hong Posted by Pat Hong

Can AI protect your brand? For many years, brands have struggled to assess the ROI impact of competitive brand bidding and trademark infringements in search. One barrier has been the data challenge, and the task of monitoring tens of thousands of keywords, several times per hour. It’s a area where scaling capabilities of AI and machine learning technology are presenting fresh opportunity.

Adthena’s analysis of the impact of brand bidding and trademark infringement reveals some fascinating statistics about the true extent of brand bidding and trademark infringements in search; at this moment one third of all branded search queries reveal competitive brand bidding, and this is powered by 98% of advertisers who bid on competitor brand terms.

In fact the true value of lost brand conversions, which is only revealed with a Whole Market perspective of search, is often much greater than advertisers expect. To find out more about the extent of brand bidding and how it impacts advertisers from different sectors, read the full report by clicking the link below:

Read the Report

Can AI tell me if my brand is under attack?

AI and machine learning technology enables the monitoring of all brand AND brand+generic search queries. For some brands, this keyword set can number tens or even hundreds of thousands of keywords. Crucially, this provides a level of scale that simply wasn’t possible from human-curated keyword lists. It means that for the first time, advertisers have the ability to pick up all bidding and trademark infringements that take place on their brand terms.

The result of an AI-driven brand protection solution can be dramatic. One advertiser operating in luxury fashion and accessories have been able to reduce instances of brand bidding by as much as 50%.

Instances of brand bidding for a luxury fashion advertiser after adopting a brand protection solution.

Also answered in Adthena’s Brand Bidding Impact Report:

  • Does broad matching from market leading competitors threaten your brand?
  • How one brand reduced the impact of brand bidding by 50%.
  • Challenges and solutions for brand bidding and trademark infringement.
  • How AI technology can help protect your brand in search.


Read the Report

Brand Bidding Impact Report

About the author

Pat Hong
Pat Hong
Pat is the Digital Content Strategist at Adthena. He works on Adthena's content projects, covering adtech news, trends, and insights. He studied Film and Television at the University of West London.