Brand Activator is the ingeniously simple solution to wasteful brand bidding. It automatically detects and pauses Google Ads spend on "Lone Ranger" brand terms—where you are already winning the top organic spot and no competitors are bidding.
Book a demoBrand Activator uses advanced AI and machine learning to ensure optimal, real-time budget performance, maximizing your Google Ads ROI.
Adthena’s Brand Activator has allowed us to feel a lot more confident in the incrementality of our branded search results. We know when we are spending on the keywords it is needed to avoid competitors picking up our traffic.
Brand bidding involves running ads on a company’s brand-related keywords in search engines. Companies invest in it to ensure prominent visibility, protect their brand from competitors, and control messaging in search results.
Brand bidding can increase total search visibility but may reduce organic click-through rates if ads cannibalize organic traffic. A balanced approach is crucial to optimize overall performance.
Integrating SEO and PPC for brand terms maximizes search coverage, improves SERP visibility, and provides more control over brand messaging while reducing reliance on paid traffic where organic results perform well.
Keyword cannibalization occurs when paid ads draw traffic away from organic results for the same terms. Automating bid adjustments based on competitive presence helps minimize cannibalization.
“Lone Ranger” terms are brand keywords you’re top of organic for, with no competitor bidding. Brand Activator uses AI-driven search monitoring to identify these terms and adds them to a negative keyword list, pausing unnecessary bids.
Brand Activator reduces wasted budget by showing brand ads when you need to protect your brand from competitors, and eliminating unnecessary ad spend when your organic traffic would be cannibalized. This enables advertisers to reinvest saved budget into areas of incremental growth.
Key metrics include cross-channel cost-per-click (CPC), impression share, organic click-through rate (CTR), paid vs. organic conversions, and overall return on ad spend (ROAS).
Yes! Brand Activator isn’t just about switching ads off. If you still want to stay visible with paid ads, we can configure it to focus on lowering your CPCs and reducing your overall brand protection costs – without losing your presence on the SERP. We call this the low-bid configuration.
Instead of turning paid ads off, the low-bid approach keeps them running, but at a much lower CPC. It’s powered by the same intelligent tech, and works by recognizing when you’re the only bidder in the auction, so you’re not spending more than you need to.