Paid search as an opportunity
Many advertisers restrict affiliates from bidding on branded search terms to protect CPC efficiency and control messaging. That's a reasonable position in many cases. But a blanket ban can leave gaps. Select affiliates can extend your coverage, defend against competitors, and drive incremental sales when managed tightly.
Example scenario
You already run brand campaigns on Google. You cover your core terms and control your ad copy. But competitors still appear on your brand searches. You don't actively cover Bing or long-tail variations. And you have high-performing affiliates with proven paid search capability.
What this looks like in practice
You allow a small group of approved affiliates to bid on specific brand terms under strict rules:
- Set a clear start and end date for the test (for example, 1 May to 30 June)
- Provide written approval to each affiliate: no approval, no activity
- Define exactly which keywords they can bid on
- Restrict where they can bid: if you cover Google, allow affiliates on Bing only
- Assign additional terms they can cover, such as long-tail or lower-priority queries
- Require pre-approval of messaging, ad copy, and landing pages
- Set position and CPC rules where needed (for example, no bidding above position 2)
Impact
Done well, this approach can:
- Increase total impression share on branded queries
- Reduce competitor visibility on your brand terms
- Capture incremental traffic from engines or keywords you don't currently cover
- Maintain control over brand messaging and cost structure
The risk is cannibalisation. Some affiliate-attributed sales may have converted through your own ads. The impact depends on how well you segment keywords and channels.
How to run a controlled test
If results show net new revenue or improved coverage without major CPC inflation, expand carefully. If not, tighten the rules or revert.
- Identify gaps in your current brand coverage
- Select one to three trusted affiliates with proven paid search capability
- Define strict guidelines in writing: keywords, channels, and timing
- Limit overlap with your core campaigns
- Measure incrementality by comparing performance during the test against a baseline period
Written approval template
Use this template to document approval for affiliates running authorised paid search activity. Providing written approval protects both parties and makes your program terms enforceable.
Subject: Paid search approval for [Affiliate Name] — [Program Name]
Hi [Affiliate Name],
This email confirms that you have been approved to run paid search activity for [Brand Name] under the following conditions:
Approved channels: [e.g. Bing only]
Approved keywords: [list keywords explicitly]
Prohibited keywords: [list any brand terms excluded]
Ad copy: All ad copy and landing pages must be submitted to [contact] for approval before going live.
Maximum CPC: $[X] or position [Y]
Test period: [Start date] to [End date]
Any activity outside these conditions is a breach of your program terms and may result in commission voids and removal from the program.
Please confirm receipt and acceptance of these conditions by replying to this email.
Thanks,
[Your Name]