# The benefits of removing brand term restrictions

> When working with a CSS partner, removing brand restrictions can unlock a significant opportunity to maximise your campaign performance.

**Author:** Shaazia Ebrahim, Head of Marketing  
**Published:** 2025-10-31  
**Updated:** 2026-08-26  
**Canonical:** https://www.redbrain.com/resources/guides/the-benefits-of-removing-brand-bidding-restrictions/

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When working with a CSS partner, removing brand restrictions can unlock powerful new opportunities to increase visibility, gather data faster and outpace competitors, without adding extra cost or risk.

At Redbrain, we see consistent uplifts for retailers who allow showing for brand terms in their Shopping campaigns. It’s one of the simplest changes that can deliver measurable, incremental growth.

## What is showing for Brand Terms?

Removing restrictions for brand terms allows your CSS partner to show your products in the Google Shopping carousel for brand searches.

For example:  
If someone searches “**BrandName** running shoes”, both your in-house Shopping ads and Redbrain’s CSS listings can appear, creating additional visibility in the same carousel.

Google's auction model prevents the same product from the same merchant appearing twice in a Shopping carousel, and even where both a brand and Redbrain bid on the same product, the merchant is never second-priced against itself, meaning CPCs aren't driven up. Allowing us to show on brand terms simply helps you appear in more auctions and reach more ready-to-buy shoppers at the exact point of intent.

## Why It Matters

Allowing your CSS partner to show on brand terms can supercharge campaign performance. Here’s how:

### 1. Boost Campaign Performance

By entering more auctions for brand searches, Redbrain can drive higher impression share and attract more high-intent clicks, resulting in more conversions and higher sales value.  
Because we work on a CPA model, you only pay when we deliver actual sales, not for the extra impressions or clicks.

### 2. Gather Data Faster

Performance optimisation starts with data. Allowing brand terms accelerates data collection, enabling Redbrain to quickly identify which products, keywords and search terms drive the best results.  
That insight helps refine bids and campaign structures to deliver better efficiency and higher ROI over time.

### 3. Stay Competitive in the Carousel

Your competitors are already showing on your brand terms, appearing beside your listings and capturing potential customers searching for you.  
Removing restrictions means Redbrain can protect your visibility and keep you front and centre, where it matters most.

### 4. Gain Value Beyond the Sale

Even when clicks don’t convert immediately, they build valuable audiences for remarketing. You gain more qualified traffic to your site and more first-party data to fuel future campaigns — at no additional cost.

## Conclusion

Removing brand term restrictions is one of the easiest ways to increase visibility, gather data faster, and capture more sales, all while staying in control of your budget.

With Redbrain, it’s simple: **we help you win more where it matters.**