Mark Simpson explains the "bid on brand" strategy for paid-search advertising: when competitors (e.g., booking.com, TripAdvisor, Expedia) bid on a business's brand name in Google Ads, they can outrank the business even for direct-brand searches. Simpson recommends bidding on your own brand ("fire with fire") because it is inexpensive—"pennies instead of pounds"—and helps defend direct-brand traffic.
You need to be taking advantage of the bid on brand strategy. And one of the things that always used to irk me is that when somebody Google searched our business name, then booking.com and TripAdvisor and Expedia were advertising on our brand name on Google. So even if somebody was coming on a repeat visitor and they were googling the granary In Scarborough, these OTAs were coming above us because they're bidding on our on our brand name on Google. So I was like, well, what do we do here? Figured out a strategy where we would bid on brand and we fire with fire. And the cool thing about bid on brand is that you're spending pennies instead of pounds because it's a very, very, very low cost to bid on.
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