Bidding on a competitor's brand name as a keyword. Lawful in the United States and most markets provided the ad copy does not use the trademark misleadingly; platforms restrict trademark use in ad text but not in keywords. Competitor conquesting is common and rarely efficient.
Related terms
Used in The Signal
Cite this entry:
Agency Echelon. "Trademark Bidding." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/trademark-bidding/