[PPC Den Podcast Ep. 22] Should You Bid On Branded Keywords?

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Should you or Shouldn't you?

Today, Mike & Brett talk about the age old questions:

  • Should you bid on your own brand with your Amazon Ads? 
  • Should you bid on your competitor’s branded keywords? 

Mike & Brett have thought about this topic for nearly 15 years combined – and in this episode we share those details & learnings.

Bidding on your competitors’ branded keywords is bold. Doing so lets you repeatedly steal away market share from other brands in your niche – potentially attracting long term customers to your brand. However, it’s not all sunshine and rainbows in the world of branded keywords. Sometimes, your competitors can fire back. This leads us to the question; is bidding on your competitors’ branded keywords worth it? Is it profitable? SHOULD you do it? What happens if things backfire and your competitors start bidding for YOUR branded keywords? Listen in as Mike & Brett discuss all things branded keywords and (hopefully) put your worries to rest. See you in the Badger Den!

Episode Highlights

  • 2:47 Amazon sellers on Amazon China face a huge blow of the marketplace closing down
  • 3:02 Internationally, Amazon does not have as strong of an e-commerce presence as they do in the U.S
  • 4:50 Kindle Direct Publish (KDP) search term reports are now available
  • 10:50 Mike introduces the heated debate on whether or not you should bid on your own branded terms
  • 12:35 Mike talks about a misconception that people have when it comes to bidding on your keywords
  • 16:23 Brand recognition could be the future for becoming a major seller
  • 18:45 Most consumers aren’t aware to skip pass the sponsored products
  • 23:00 Mike introduces some lessons from Google ads
  • 26:00 Brett introduces the question of whether or not you should bid on your competitors’ keywords
  • 27:50 Bidding on a competitor’s key terms can help in gaining market share
  • 32:13 Brett goes into some of the drawbacks of betting on your competitor’s branded keywords

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If you missed them, you should check out our previous episodes of The PPC Den Podcast:

  1. Why We’re Living In The Golden Age of Amazon PPC
  2. The Bid+ Conundrum
  3. Amazon’s New Product Targeting Features
  4. The Advanced Basics of Amazon PPC
  5. Amazon PPC Advertising Stats
  6. Hitchhiker’s Guide to Sponsored Products (Part 1)
  7. Hitchhiker’s Guide to Sponsored Products (Part 2)
  8. Campaign Naming Systems
  9. Product Targeting – Into the Great Unknown
  10. The Strangest, Most Popular PPC Strategy: The Keyword Dump
  11. Dissenting Thoughts on PPC Budgets
  12. First Look on New Bid Options in Amazon
  13. What We Love About Amazon PPC
  14. The Dreaded Amazon Data Reporting Delay
  15. All Things Negative Keywords
  16. Cranking Up Conversion Rates
  17. The Star-Crossed Lovers (Organic & Paid Traffic)
  18. How to Scale Using PPC – A Case Study
  19. The Ultimate Amazon PPC Roadmap
  20. Amazon Advertising Launch Strategy for New Products
  21. Our Gripes About Amazon Sponsored Brand Ads
  22. Should You Bid on Competitors’ Branded Keywords
  23. Making Sense of New to Brand Metrics
  24. Defining Your PPC Goals & Setting ACOS Targets
  25. The Latest Sponsored Brand Ad Updates
  26. An Introduction To Bulk File Operations
  27. Click Through Rate (CTR) Rundown
  28. The Importance of Indexation for Amazon PPC
  29. My 5 Predictions for the Future of Amazon PPC
  30. A Round-Table Discussion About Placement Settings
  31. The Complete Guide to Self-Auditing Your Campaigns
  32. Improving Your Account With Amazon Reports
  33. A Data-Driven Approach to Prime Day PPC 
  34. Clickfraud, Who to Hire, and More Common Amazon PPC Questions
  35. Increase Conversion Rates for Sponsored Brand Ads
  36. Amazon DSP with Kiri Masters
  37. 4 Things Amazon Does Better than Google and Facebook
  38. Three Effective Ways to Optimize Amazon PPC Bids
  39. Promoting Your Products with Amazon Coupons
  40. Should You Segment Your Branded Keywords in Amazon Ads?
  41. What to Expect From 30 Days of Running Amazon Ads