Are you planning to promote advertisers through Google Ads?

The purpose of this guide is to make you aware of the terms under which your advertising campaign may fall under the practice called Brand Bidding, which is prohibited in all affiliate programs published on 2Performant.com.

Brand bidding is the action whereby an affiliate bids on brand words (the name of the online shop) or variations thereof in a PPC (Pay-Per-Click) campaign on search engines (Google, Bing, etc).

The direct consequences of this practice are described below. The indirect consequences are that advertisers lose trust in the PPC promotion channel and give up on it or on affiliate marketing altogether, thus closing off revenue opportunities for the entire 2Performant ecosystem: affiliates, advertisers, and the platform.

The purpose of the collaboration between affiliates and advertisers is to add value to the promoted online store. Bidding on brand words does not add value to the store because the customer searching for the store name has already made the decision on where to place the order.

As part of the daily checks made by the Business Support team, when instances of brand bidding are found, the following measures will be applied:

• Commissions generated in the related affiliate program through Brand Bidding will be rejected
• Suspension of the affiliate from the related affiliate program
• Temporary suspension of the affiliate from the platform (during the cookie life of the campaign)
• Permanent suspension from the platform (in case of repeated instances)

We believe these are enough reasons for you to take things seriously and increase your performance by respecting the rules of the game.