Should You Be Bidding On Your Brand Keywords In 2025? [Answered]
Brand keywords are specific terms or phrases directly associated with a brand, such as its name, products, or services. They help improve brand visibility and recognition in search engines and marketing campaigns.
Search Engine Journal contributor Mark Sansum has published an article answering the question ‘Should You Be Bidding On Your Brand Keywords In 2025?’.
He says, “The most common keyword marketers will include in their strategy is the company name. But depending on search demand, there may be additional keywords that are included.
Such as:
- Brand keyword + product.
- Brand keyword + ‘address’.
- Brand keyword + ‘customer service’.
- Brand keyword + ‘returns’.
There is also an element of brand bidding focused on products/services that may not contain the company name.
Think Apple and the “iPhone” or Converse and the “Chuck Taylor.” These terms are most certainly brand keywords, just without the company name.”
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