I saw this discussion thread on the UK Affiliate Marketing Forum about brand name bidding- an affiliate bids only on brand names of a company and generates sales. Is it the correct and acceptable thing to do?
Like many affiliates participating in that thread, I believe this isn’t a clear-cut black & white issue, and one cannot be judgemental about the morals and ethics of the affiliate concerned. If a merchant we promote has no objections whatsoever on bidding on their brand name, why would we not do it? Afterall, users are more likely to click through and buy if they recognize a particular brand. It’s a different matter if the merchant or network does not permit brand name bidding or has imposed conditions and guidelines that are being violated — in which case the affiliate deserves appropriate action.
Another problem with brand name bidding is ignorance [of course, ignorance cannot be used to prove innocence, and I am not justifying it by any means] — there are a large number of affiliates that not only do not know the rules related to brand name bidding but also numerous other guidelines.
A significant part of the responsibility therefore lies with the merchants and the networks– for affiliate education, monitoring and taking corrective & preventive actions. When it indeed comes down to unethical practices and somebody knowingly tries to flout the rules, make the affiliate pay for it- it’s as simple as that.


Brand name bidding: is it about etiquette? - Read More...