Trademark bidding, also known as brand bidding, is a form of search engine advertising where a company buys ad space on the search engine results page (SERP) of certain keyword search terms, paying for the right to advertise there. Much like organic search results, ads are usually composed of a headline, a display URL, and description text. But because they can be listed above organic results and be the first thing people see, ad positions are highly coveted by digital marketers.
There were many unknowns, affiliate marketers were new, and everyone was trying to figure out the best practice. It is still fair to say that PPC marketers then generated greater value for retailers than they do today. Because the low CPC rates and lesser competition allowed PPC Affiliate marketers to bid on not only branded terms but also generic terms and even competitor terms and send the traffic directly to the Retailers pages and they were able to see what type of conversions to experience from a wide variety of keyword groups.