Brand protection · UK
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Observations, not verdicts
Free tool · Brand bidding cost

Put in your searches, how often others' ads showed, and your conversion rate, order value and commission. Out come the orders and commission through those ads, a month and a year, every sum shown, and the range if some of those orders would have come anyway.

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Up to 5
Formats
Text, CSV
Sent anywhere
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Price
Free
Your numbersSkip to the workings ↓
Your searches

Keyword Planner's Avg. monthly searches for “yourbrand discount code”, “voucher code” and “promo code”, added up. Or the impressions on those queries in Search Console's Performance report.

%

The share of checks where another advertiser was seen on your “discount code” search: a brand page's Who's bidding fills it in. Or your own count from Ad Preview and Diagnosis.

%

Of the searches where another advertiser's ad showed, the share that end in a click on it. Your ad at the top: 2%, from Simonov and Hill (2021), where rivals' ads took 1% to 2% of a brand's traffic on its own search while the brand's ad held the top place. No ad of yours: 12%, from Simonov, Nosko and Rao (2018), where brands lost 12% of their clicks on average when a rival's ad sat at the top and their own ad wasn't there. Both studied rival brands on Bing in the US, not partners on code searches, so if your network shows a partner's clicks, use your own figure.

Your orders
%

Orders per visit from these searches, from your analytics or your network's figures for the partners concerned. No default: it differs too much from shop to shop.

£

In pounds, from your analytics or your network's figures for the same partners.

%

What your programme pays these partners, as a percentage of the order.

Your click prices, if you have them

From your brand campaign's search terms report. Optional: with the two prices below, it prices what others' bidding adds to your own clicks.

£

Avg. CPC on these searches in the weeks Auction insights shows others in your auctions. Optional.

£

Avg. CPC on the same searches in weeks with nobody else in Auction insights. Optional.

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The workings

A month

Fill in your numbers and each line works itself out here.

  1. Orders through others' ads, a monthNeeds the searches a month, the share with others' ads and the conversion rate.
  2. What those orders were worth, a monthNeeds the searches a month, the share with others' ads, the conversion rate and the average order value.
  3. Commission on them, a monthNeeds the searches a month, the share with others' ads, the conversion rate, the average order value and the commission rate.
What this can't say
  • How many of those orders would have come anyway. Studies that switched brand search ads off found anything from almost all of the clicks coming back through the organic link to under half, depending on who else bid and where the brand ranked, so the range shows three answers.
  • Whether the partners were allowed to bid. That's in your programme's terms.

This is arithmetic on your own numbers, not financial advice.

Where the numbers come from

Each one from your own reports.
  • 1 / 04

    Your searches

    Keyword Planner's Avg. monthly searches for your brand with “discount code”, “voucher code” and “promo code”, or the impressions on those queries in Search Console's Performance report.

  • 2 / 04

    How often others showed

    A brand page's Who's bidding counts the checks where another advertiser was seen on your “discount code” search, and hands that share over. Your own checks in Ad Preview and Diagnosis work too.

  • 3 / 04

    The clicks they take

    The studies measured rival brands on Bing, not partners on code searches. If your network shows a partner's clicks, divide them by the searches its ad showed on for your own figure.

  • 4 / 04

    Your click prices

    Your brand campaign's Avg. CPC by week, beside Auction insights for the same weeks: the weeks with others in your auctions, and the weeks without.

Guides

Step by step, with Google's own reports and forms
  1. Why “your brand + discount code” searches matterWhy searches for your name with “discount code”, “voucher code” or “promo code” are their own auctions, who advertises on them, and how to count them.
  2. How to read your brand campaign's impression share when others bidYour brand campaign's own impression share columns, from Search impr. share to Search lost abs. top IS (rank): what each says when others bid on your name.
  3. How to work out what others' ads on your brand cost youWhat others' ads on your brand's searches cost you in commission and click prices, line by line, with the range if some orders would have come anyway.