How do I request brand bidding approval?
If an advertiser hasn't explicitly approved brand bidding, you need written permission before running any paid search campaigns on their branded terms. This section is your go-to guide for how to approach that conversation.
When should you reach out?
Contact the advertiser if:
- The paid search policy is unclear or not published
- Brand bidding is restricted but exceptions may be possible
- You want to run campaigns involving brand-plus-intent terms (e.g. "BrandName discount code")
Don't assume permission based on what other affiliates are doing or on past experience with similar programs.
What to include in your request
The more specific and transparent your request, the better your chances of approval. Include:
- The keywords you intend to bid on
- Whether you'll use direct linking or send traffic via your own site first
- Examples of ad copy you plan to run
- Your value proposition (e.g. content focus, audience reach, offer strategy)
- Any safeguards you'll put in place (e.g. negative keywords, position caps)
Example outreach message
Subject: Paid search and brand bidding approval request
Hi [Advertiser Name],
I'm currently promoting your program and wanted to check whether you allow any form of brand bidding within paid search campaigns.
I'm considering running limited campaigns targeting brand-related terms (e.g. "[Brand Name] + offer/discount"), with traffic directed via my website rather than direct linking. These campaigns would focus on users actively searching for deals, with the goal of providing additional visibility and conversion opportunities.
I'll make sure to:
- Avoid misleading ad copy or any impersonation of your brand
- Clearly differentiate my ads from your official brand ads
- Implement negative keywords where required
- Follow any restrictions you outline
Please let me know if this is something you'd permit, and if so, any conditions you'd like me to follow.
Happy to provide further details if helpful.
Kind regards,
[Your Name]
Always seek explicit approval before going live. Clear communication builds trust and keeps your account in good standing.