noun · paid search

Brand defense

Brand defense is paid search on your own name, so the people already looking for you land on your site instead of a competitor’s or reseller’s ad.

In practice

You run a small search campaign that bids only on your brand terms. The clicks are cheap because the searches are about you, and the conversions are high because these people already decided they want you. The risk you’re managing is someone else’s ad showing up first.

Not to be confused with

Conquesting, which is bidding on someone else’s brand name. Brand defense is how you respond when someone does it to you.