Bidding on your competitor's brand keywords can have benefits, though it can also create turmoil. One of the issues that could arise is that, if they notice, competitors could retaliate by bidding on your brand's keywords. This poses an interesting question, should you bid on your own brand's keywords? The challenge in answering this question is that not all situations are the same. Deciding if this strategy is right for you requires some analysis of your ad budget, competitors' campaigns, and your goals to weigh the potential value that could be gained.

In this week’s Digital Marketing Monday, Hans and Devin continue the discussion about bidding on brand keywords. Understanding when bidding on your own brand keywords can make a positive impact and when it would be a complete waste of your campaign's budget will help you decide if this strategy is right for your organization.