Bidding on my own trademark

[packetfire]

@GGX

the strategy is to bid a low amount on your own trademark, just so your competitors can’t bid on it for free. Typically if someone’s searching for your brand name, they’ve already decided to buy your product. So the conversion rate for bids on that keyword is fairly low. This means if they’re paying any substantial cost for those ads it’s going to be a net loser.

Thanks for the insight, but I am still confused - If I create an ad campaign to bid on my own trademark, I am presented with 3 variants “Broad”, “Phrase”, and “Exact”, as my trademark is two words, separated with a hyphen.

Should I bid on all 3 variants, or just the “Exact”? There’s nothing to explain what any of this actually does, so Amazon makes money off vague user front ends and poor documentation, and an army of parasites and pharisees want to charge people a few hundred a month to “manage” all the chaos.

[GGX]

I’m not a PPC expert, and the system is so complex and confusing (probably intentionally so, so that you screw up and pay way more than you need to). But it may be worth doing some research / consulting with an expert (a real expert, not a VA in india) if you really want to optimize.

If Amazon settles the case, they don’t have to give up any discovery, which is what happens in a lot of these types of cases. They just settle it so they don’t have to give up anything damning.

[Lost_My_Marbles]

@packetfire

“Broad”, “Phrase”, and “Exact”

In this case, we suggest “Exact”.

Example Brand - XYZ Gold

• “Broad” - Any thing matching “XYZ” and/or “Gold” in any order of wording would show up in a search and could get a click. If you sell gold shoes, a person searching for a gold watch would see the add and maybe click.
• “Phrase” - Any thing with “XYZ Gold” anywhere as a phrase within the wording would show up in a search and could get a click. “XYZ Gold” and “XYZ-Gold” and “XYZ Golds” and “XYZ-Golds” within the wording would trigger the add showing up. Generally, this is the one we would use if we were looking for clicks and potential buyers as it isn’t as general as “Broad” but isn’t as tight as “Exact”.
• “Exact” - Has to contain the wording the “XYZ Gold” exactly as it is and no variation.

In your case, you are not looking to spend money on the ads. You are trying to set a thresh hold amount to drive up the competition’s amount and/or make it so that their ads are not as effective for them thus their ability to ride your shirt tail isn’t as profitable for them.

When you are setting up the ad, there should be a hover over explanation of each of those choices to review.

[packetfire]

@Lost_My_Marbles

In this case, we suggest “Exact”.

Thanks so much!

[papy]

Hi @packetfire @GGX @Lost_My_Marbles – I have moved these helpful and insightful posts to their own topic, to keep the original topic focused and to highlight this good discussion. Thank you!

[Amazon_Seller]

This is a good idea. I doubt anyone is searching for my brand, but I will do it anyway, as I do get some repeat business. Maybe they’ll search for my brand then.