So, grab your cup of coffee, put away the newspaper, and let’s talk about what you can do.
- Determine the extent of the damage.
- Tell Google about it.
- Ask them to stop.
- Increase your branded ad spend.
- Improve your quality score.
- Retaliate by bidding on their brand.
- Optimize your landing page.
- Leverage organic search.
Can you stop competitors bidding on my brand?
No. No, you can’t stop someone from bidding on your brand keywords in search ads.
What to do when competitors bid on your keywords?
Let’s dive right in.
- Own Your Brand Name. Screenshot from search for [ahrefs], October 2021.
- Talk To The Business, File A Cease & Desist.
- File A Trademark Complaint With The Engines.
- Bid On Your Competition’s Brand Keywords.
Are competitors bidding on my brand?
What are the rules about competitors bidding on my brand name? Competitors can buy your brand name as a keyword, even if it’s trademarked. By using your brand name as a keyword, their ad could potentially show up on the SERP when someone is searching for your specific company.
Is it illegal to bid on competitor keywords?
Simply put, yes it is legal to bid on competitor keywords. Google’s guidance on trademarks explicitly states that “We don’t investigate or restrict trademarks as keywords”. Google does restrict the use of trademarked names within ad copy, provided it has been registered with them.
How do you stop competitors?
10 Ways to Edge Out a Threatening Competitor
- Find a new target audience.
- Release a new product or service.
- Improve your competing product or service.
- Adjust your pricing.
- Create a loyalty or rewards program.
- Step up the customer service — and flaunt it.
- Experiment with a new marketing campaign.
Why should you track your competitors bids?
Find what kind of opportunities arise when you start paying closer attention to your competitors. Monitoring your competitors can also help you forecast changes. Just as you likely work on a monthly or quarterly strategy system, so do your competitors.
Can I mention competitors on my website?
All of your claims about your competitor’s product must be true. Comparative advertising must never be deceptive. The answer is that some courts have ruled that consumers who take a cursory look at the advertisement may recognize your competitor’s branding and then, without reading more, assume that you’re affiliated.
Are you allowed to mention competitors advertising?
Comparisons with identifiable competitors are subject to specific rules (CAP Code rules 3.33 – 3.37). You don’ t need to explicitly name the competitor or product that you are comparing with to be subject to the rules on comparisons with ‘identifiable’ competitors.
What is the analysis you do for the competition?
A competitive analysis helps you size up your competition by identifying their strengths and weaknesses. In order to know how receptive the market is to your business and what works or does not work, you have to understand how similar businesses are functioning.
How do you target competitors audience on Google ads?
How to do it. Go to Tools & Settings > Shared Library > Audience Manager to create your custom audience. Choose the option to target “People who searched for any of these terms on Google.
Can I use a competitors name as a keyword?
Is it legal to use competitors names in your keywords? In a nutshell, yes. Google has quite a simple set of search advertising guidelines that cover issues including trademarks, and it is the protection offered by trademarks that is key to this discussion.
Should I use my name in my brand?
Using your own name maximizes the value of your personal credibility as a respected and reputable supplier in your market. Makes your business memorable: Your own name is so specific that it helps people remember your company, especially if they already know you as an individual or if your name is distinctive.
Can keywords be trademarked?
A trademarked keyword is a keyword that includes a federally registered trademark. Examples of trademarked keywords may be “Coca-Cola Drinks” or “Subway Sandwiches.” Because the Internet is relatively new‚ there are no clear laws regarding the use of trademarks on the Internet.
Can you use competitors names in Google Ads?
Usually, Google Ads will automatically block a trademarked term in ad copy. If you do manage to skirt the algorithm, the competitive company holding the trademark will likely file a complaint and get your ads removed. Hence, you can use a competitor’s name or trademark as a keyword, but not in ad copy.
How do target competitors customers?
Here are various ways to ethically steal your competitors’ customers.
- Identify Your Key Competitors.
- Research Your Competitors’ Customer Base.
- Interview the Competitor’s Customers.
- Analyze Your Competitors’ Ad Designs and Performance.
- Offer a Solution Your Competitors Don’t Have.
- Offer Better Customer Service.
What to Do When Competitors Buy Your Brand Keyword
If you saw the video, I hope it helped you understand a little bit more about how to produce Facebook advertisements. I went through step-by-step how to set up your business account on Facebook and the necessity of linking with your company page. Afterwards, I walked you through the entire process, teaching you how to correctly target your target audience and assisting you in finding your perfect consumer to whom you should show your ad. I then proceeded to demonstrate to you how to gather advertising and design ads that generate sales in a way that even a complete novice could understand and do.
1. Own Your Brand Name
In October 2021, a screenshot from a search for Putting a bid on your own brand keywords may not seem sensible as first, but it is an excellent strategy to preserve your brand name and to recoup the hits you have lost when a competitor’s ad appears under your own brand keywords. When you forget to bid on your brand name, it may take another firm purchasing your branded keywords for you to realize that you had forgotten. Given that no one (including you) was bidding on your brand name, it’s probable that your rival took advantage of the chance to pay a higher cost-per-click (CPC) in order to divert precious leads away from your company.
It provides you with the ability to design many sorts of advertisements that you may A/B test to see which are the most effective:
- If or not you should add a call-to-action (CTA) in your advertisement
- Whether you should offer a discount code or coupon Would it be appropriate to inform customers that you provide free two-day shipping?
In the event that someone else purchases your brand, they are not interested in running advertisements that are related to your firm. Regardless of how similar your businesses are, your unique selling proposition (USP) is distinct. Consequently, just because someone has purchased your branded term does not imply that you must continue to use the same old material. One of my favorite illustrations is provided below: In October 2021, a screenshot from a search for It is worthwhile to manage the messaging in a way that appropriately presents your company when prospects watch that advertisement – even if your competition is also visible.
Target Impression Share
In order to enhance the likelihood of your advertisements showing in one of three regions of the search results pages, target impression share is an automated bidding approach that will dynamically set your bids.
- Anywhere on the search results page
- The very top of the results page
- The very top of the results page
Google Ads will then automatically adjust your bids in order to assist you in meeting your goal. Google Ads, October 2021, as seen on a screen shot Simply go toSettingsBiddingChange Bidding StrategyTarget Impression share and make the necessary changes. The following are the fundamental settings that will need to be updated: Continue reading below for more information. Where would you like your advertisements to appear: Which placement you pick will most likely be determined by your budget and/or the number of leads/sales you believe you are losing to your competition, among other factors.
Percentage (percentage) of total impressions to be targeted: In terms of brand phrases, I believe that 100 percent should be the default input, but in any case, enter the percentage of auctions in which you would want to outrank your competition in order to achieve this.
For others, brand phrases are extremely important, and the sky is the limit in terms of what they may achieve.
The most crucial point to remember is that if your campaign’s budget is restricted, the technique may not be able to attain this specific targeting aim.
This is because it can take up to seven days for the approach to begin delivering results. Continue reading below for more information. Otherwise, the “learning” will be reset, and you will be sent back to the beginning of the learning process.
2. Talk To The Business, File A CeaseDesist
Before you take any action, it’s critical that you contact the rival that purchased your brand keywords and request that they delete the advertisements. It’s possible that you believe this is a waste of time since you believe it’s unlikely that your competition would cooperate with your request. That may be true, but you should always offer the other firm the opportunity to make things right, so that when things truly start to heat up between you two in terms of competing advertisements, your conscience will be clear since you attempted to take the high road in the first place.
Advertisement Continue reading farther down this page.
Google’s permissive keyword matching and/or absence of negative keywords resulted in the displaying of ads in other instances.
The next stage in this process is to get a cease and desist order from your attorney.
3. File A Trademark Complaint With The Engines
You must first contact the rival that purchased your brand keywords and request that the advertisements be removed before taking any further action. This may seem like a waste of time to you since you believe it is unlikely that your competition would comply with your requests. Certainly, this is true, but you should always give the other company an opportunity to make things right so that when things really start to heat up between you two in terms of competing advertisements, your conscience will be clear since you attempted to take the high road.
Advertisement Continuation of the Reading This simple asking, in my own experience, has revealed that the competitor’s agency was purchasing these phrases without the client’s awareness on more than one occasion.
While we never provide legal advise, in the event that all diplomatic efforts fail, the mere threat of legal action may be sufficient to persuade your opponent to divert their resources elsewhere.
Tips For Filing A Trademark Complaint
Over the years, I’ve assisted in the submission of a number of them on my clients’ behalf. Here are a few pointers to help you go through the procedure more quickly: Complaints should be sent to the trademark owner’s email address. In spite of the fact that many customers defer to their agencies to submit these, I’ve discovered that filing these complaints using an email address from the trademark owner eliminates some of the verification follow-ups that are necessary to complete the claim. First, gather all of the necessary supporting documentation.
Prior to beginning the procedure, obtain all of the necessary supporting papers. Depending on the size of the organization, it may be necessary to conduct further research to get all of the necessary information. This includes the following:
- The entire list of words and phrases that have been registered as trademarks
- The trademark registration number and the country where the trademark was registered
- The name of the trademark holder
- The ID and name of your ad account Screenshots of the infringing advertisement(s)
- (If applicable) a list of all websites on which your brand is authorized to be used
- Your Bing/Google account manager (or the account manager for your agency)
Advertisement Continue reading farther down this page. When it comes to account managers, if you have a dedicated account manager, be sure to include them in the process. If they can assist in pushing the request through on their end, it will likely speed up the procedure.
4. Bid On Your Competition’s Brand Keywords
If none of the aforementioned steps prove successful, you can always start bidding on their brand keywords. When you bid on a different brand, your cost-per-click (CPC) is greater, but there may be certain benefits that exceed those expenses. To determine the amount of traffic your rivals are producing based on the brand terms they are using, do some preliminary research before placing your bid. Tools like as Semrush, Spyfu, and others are excellent for this. They are simple to understand and navigate.
- By focusing on the rival who purchased your brand, you have the opportunity to drive their CPCs higher, conquer some of their lead volumes, and perhaps push them to cease bidding on your brand name, which is a positive development in the long run.
- Below Always keep in mind that you are not permitted to utilize a competitor’s trademarked name in any of your advertising content, so you’ll have to be inventive and imaginative when developing your commercials.
- The reasoning for this is because publishing your competitor’s name on your own website would be considered unusual.
- According to Google’s algorithm, this results in extremely low relevance, which in turn results in extremely high CPCs when compared to your account’s average.
- We’ve noticed that creating a comparison table or chart on your landing page can help to enhance at the very least the association between your keyword and your landing page in the past.
- Advertisement Continue reading farther down this page.
- In October 2021, a screenshot from a search for was taken.
- “y brand,” as seen in the preceding example.
Now, Go Protect Your Brand
As soon as your competitors begin bidding on your branded keywords, you must take fast action to ensure that they do not continue to suck excellent prospects from your pipeline. Advertisement Read on for more information. Below To begin, contact them to inform them of your concern and to see if you can resolve the situation peacefully with them.
It may be necessary to safeguard your brand by bidding on terms that are associated with it. Bidding on their keyword should be your final choice if all other options have failed. Wishing you the best of success in achieving your trademark terms! For further information, please see the following:
- A 2-Step Approach to Combating Brand Squatting in Pay-Per-Click Advertising How to Develop a Successful Brand Bidding Strategy in 5 Steps PPC 101: A Comprehensive Guide to the Fundamentals of Pay-Per-Click Marketing
What To Do When A Competitor Targets Your Branded Keyword
Consider the following scenario: you go to your preferred search engine and key in your company’s name, but instead of your company’s name appearing as the top result, you see the name of a competitor’s firm appearing instead. What caused this to occur? What are you going to do? Is this really legal in the first place? All of these and other questions will be racing through your brain, which is why it’s critical for you to understand what to do when a rival targets your branded term in their search engine optimization campaign.
Results are especially important when it comes to searches using your company’s branded term, because your company’s name is one of your most valuable marketing assets.
- What exactly is bidding on branded keywords? The best course of action to do if a rival bids on your branded keyword Whether or if it is a smart idea to bid on a competitor’s term
Let the bidding process begin.
What You Need To Know About Bidding On Competitor Keywords
It’s terrifying to consider that other businesses may make money off of your company’s brand. In truth, the technique is more frequent and less malicious than it appears, but that does not imply that you should simply sit back and let it to take its course. Because the more you know about the practice, the better prepared you’ll be to respond if you discover that someone is targeting your company’s brand keywords.
What is Bidding on Branded Keywords?
A bid is a monetary representation of how much money your organization is ready to pay on a single click for a certain advertisement. Paid per click (PPC) advertising campaigns will include a large number of advertisements that employ a variety of keyword combinations, all of which add up to the total budget for the entire campaign. Bids can be placed manually or automatically through the use of marketing techniques that are pre-programmed. The following are examples of common automated bidding strategies:
- Indicators such as return on ad spend (ROAS), cost-per-acquisition (CPA), search page location, and outranking share can be set as objectives.
Different tactics aim to achieve different results, but when it comes to bidding on your own branded keywords or on the keywords of a competitor, the goal is typically to influence the target page location or to get an advantage in the outranking share. A branded keyword is a search term that contains the name of a firm and is used in a search. As an example, “Nike shoes,” “McDonald’s in New York,” and “Ford truck” are all branded keywords, as they all include the name of the corporation somewhere in the keyword chain.
Because of this, making bids and producing advertising that will allow your organization to show when a customer searches for a rival is required when bidding on a competitor’s branded keywords.
- It is possible to steal traffic from a competition. to direct one’s attention to a certain audience
- As a result of a firm bidding on a competitor’s term, the company was penalized.
Although it appears to be a straightforward process, is it legal?
Is Bidding On Competitor Keywords Legal?
Contrary to popular belief, bidding on a competitor’s branded keywords is totally legal; however, there are certain constraints on how it may be done in certain situations. Google’s trademark and advertising rules make it very clear that bidding on competitor’s keywords is permitted as long as the following conditions are met:
- The wording of the advertisement does not contain any trademarked phrases of a rival. The URLs used for display do not include any trademarked phrases. Ads do not attempt to deceive people about the origin of a product
The absence of a trademark for your brand or company name means that a rival may use your firm’s name in their advertising as they see appropriate without your permission. In addition, there are exceptions to trademark restrictions as well as gaps controlling trademarked terminology that must be considered. In order to be permitted to use trademarked terms, resellers, authorized advertisers, and information-based websites must either only use approved keywords or refrain from competing directly with the rival who owns the trademarked phrase in question.
To get the solution to that question, you’ll need to go through all of the possible scenarios.
What To Do When A Competitor Is Using Your Company’s Name As A Keyword
Now that you understand what bidding on a competitor’s keyword is, the advantages and disadvantages of doing so, and how to decide whether or not it is a smart idea, it’s time to speak about strategy. In general, if you discover that a rival is using your company’s name as a keyword, you have three choices to consider:
- Put in a bid for your own brand
- Put in a bid for a competitor’s brand
- Make an effort to get your brand protected.
Bid on your own brand; bid on a competitor’s brand; bid on a combination of brands Investigate possible brand protections;
1. Bid on Your Own Brand
After learning that a rival is bidding on a term that they are targeting, many businesses immediately begin thinking about bidding on their own brand instead. This is a natural response, and there is also a compelling argument in support of this course of action. The following are some of the advantages of bidding on your own brand:
- Lower cost per click (CPC) as compared to advertising with non-branded keywords
- Higher click-through rate (CTR)
- Greater control over message
- Prevent rivals from capitalizing on your brand
Companies who do not use branded advertisements obtained around 60% of the clicks on the first page of organic results. Meanwhile, organizations who place branded advertisements at the top of search results pages earned 91% of all clicks on advertisements that used branded terms. This incremental increase in total click activity may result in greater traffic and conversions as a result of the increased click activity. The same is true in the other direction. Companies who do not bid on their own keywords run the risk of losing incremental clicks to competitors that place ads targeting branded keywords alongside organic listings.
2. Bid on a Competitor’s Brand
Many of the advantages of bidding on a competitor’s brand are the same as those of bidding on one’s own brand. The distinctions are in the manner in which the work is carried out and the hazards involved. When your firm bids on its own branded terms, the only risk it faces is a decrease in revenue from the search engine. You may wind up squandering money on advertisements that do not result in greater exposure or traffic, when you would have been better served by allocating your campaign budget to non-branded advertisements that boost visibility for your organic listings.
Direct your offers toward organizations who provide similar services to you, that are of a similar size to you, or that operate in the same market as yourself.
Because Samsung exposes itself to reprisal from Apple, this technique is fraught with danger, but the potential rewards may outweigh the risks.
When it comes to bidding on competition keywords, being the first to submit a bid pays off. To avoid getting into a case you have little chance of winning, avoid taking on a firm that has more resources – and better lawyers than yourself.
3. Seek Protections for Your Brand
If your brand is not protected by a trademark, you put yourself up to the possibility that rivals will use your company name in their advertisements. Protecting your company’s trademarks by trademarking them is one of the most straightforward actions you can take to prevent your competitors from snatching clients from under your feet. You can begin the process by submitting an application for a trademark with the United States Patent and Trademark Office (USPTO). However, just because your brand has been registered as a trademark does not indicate that your work is over.
If they are, have a look at their ad wording to determine if they are in violation of the search engine’s terms of service.
If you are on good terms with a competition who is targeting your keywords, don’t be afraid to contact them and request that they cease their activities.
This may discourage them from pursuing your brand while also ensuring that you do not become embroiled in a rash bidding battle.
Is Bidding On Competitor Keywords A Good Idea?
There are a number of advantages to bidding on a competitor’s branded keywords, but there are also a number of disadvantages to take into account. Stop and consider the following factors before deciding whether or not to bid on a competitor’s or your own keyword:
- The cost of branded bids as opposed to non-branded bids
- Whether or not bids will increase the visibility of your company’s brand
- If employing branded keywords can enhance conversions, it is worth considering. A description of the competitive landscape
The majority of the time, branded keywords are less expensive than non-branded keywords. In spite of the fact that branded keywords aren’t utilized less frequently than non-branded keywords, they typically need cheaper bids. Because there is less competition in the bidding for branded keywords, your ad dollars will go further, allowing you to place more PPC advertisements for less money. Furthermore, organicSERP clickthrough rates for branded keywords are greater than those for non-branded terms in the SERPs.
There are, however, certain disadvantages to bidding on branded keywords.
The search results generated by branded keywords are narrower, which means that your ads that contain these terms will be viewed less frequently.
When this attitude takes hold, it may quickly grow into a bidding war that ends up costing you significantly more than you had intended and even result in a legal battle if not handled properly.
|Keyword Type||Cost||Conversion rate||Competition||Visibility|
When putting a bid on a competitor’s keyword, you should have the possibility of a bidding war or retaliatory action in the back of your mind at all times.
Such ramifications are virtually never worth the inconvenience or expense of improving your search results by a few positions.
Should You Be Concerned When A Competitor Targets Your Keyword?
You’ve learnt the following today:
- What exactly is bidding on branded keywords? The best course of action to do if a rival bids on your branded keyword Whether or if it is a smart idea to bid on a competitor’s term
There are several prospects for advancement available in digital marketing, provided that you know where to search. If a rival targets your term, it is not the end of the world; but, you must be prepared to reply in a timely manner. The decision on whether to bid on your own brand, target your competitor’s keywords, or defend your brand via other means will be determined by the analysis you do, which will assess the costs and advantages of each action you consider. At the end of the day, the decision on how to continue is entirely up to you.
Can I Stop Competitors Bidding on My Brand Terms?
This entry was posted oninBlog No. No, you will not be able to prevent someone from bidding on your brand terms in search advertisements. However, this does not rule out the possibility of taking action.
How to Approach Competitors Bidding on Branded Terms
Consider the following scenario: you conducted a search for your brand and discovered that your competitor was featured first in the sponsored search results. Alternatively, you may have visited Auction Insights on your ad platform and noticed a competitor’s name on the page. What options do you have? What should you do in this situation? Your answer will be determined by your financial resources as well as your intentions toward the rival. Among the alternatives are:
- If you’re familiar with and acquainted with the rival, you may be able to simply request that they cease and desist from what they’re doing
- Alternatively, you may be able to bid on the keywords yourself. You should be bidding on your own brand terms on the search platform if you want to be successful. In addition to increasing the amount of space your company has on the SERP (Search Engine Results Page), paid advertisements will increase the cost of competing for clicks from those who are seeking for you. For the reason that keyword-ranking algorithms reward phrases that are relevant to the landing page, this is true: Please do the same for me. (See below for further information.)
Can You Bid on Competitor Brand Terms?
Yes, it is possible. If a company is bidding on your brand name, it is likely that they consider you to be a rival in the marketplace as well. Do you consider them to be a rival of yours? Be forthright. After that, take into account the following considerations when bidding on rival brand terms. If you establish a search ad campaign based on brand keywords that are not yours, the overall cost per click for these keywords will increase. Are you able to afford it? Your competition is sure to view your advertisements at some time as well, and they may decide to step up their competitive marketing efforts.
In the opinion of Oneupweb, bidding on keywords for a competitive brand is appropriate at certain times and in certain situations.
The following are examples of opportune times to bid on rival keywords:
- Your opponent has been featured in the media
- You have a greater product / proposal in comparison to your competition
- You are a newcomer to your sector or vertical and wish to raise awareness of your company
- When someone visits your website, they will see specialized material that compares you to a competition.
Your opponent has been featured in the media; you have a superior product / proposition in comparison to your competition; and It is your first year in your industry or sector and you want to establish a presence and build brand recognition. When someone visits your website, they will see particular material that compares you to a rival;
Elevate Your Paid Media Strategy
The issue of whether to bid or not to bid on your own brand keywords isn’t one that has to be answered. If you have the funds available, place a bid on them. It establishes authority, allows you to control more of the available screen real space on the search engine results page, and makes it more costly for a rival to bid on your brand terms. Furthermore, your search ad has the ability to drive theirs to lower ranking places, where they will be less likely to be noticed by potential customers.
If you require someone to take counter-measures to defend your position in search results, Oneupweb’s paid media professionals should be considered.
Please contact us using the form below or by calling (231) 922-9977. Psst. If you have any further queries, please visit our Paid Media FAQ blog.
Finding the appropriate SEO agency may have a significant influence on the success of your company. You may anticipate a demonstrable increase in website traffic, lead quality, and conversions when you collaborate with the proper SEO company. The ideal firm provides so much more than just keyword optimization. In today’s SEO landscape, a holistic approach is required that incorporates technical SEO, on-page SEO, and link building.
Keep Competitors Out of Your Search Results (And Stay On Top of Their Branded Searches)
Right now, look for your company on the internet. Is your company the first search result that comes up? However, what happens if your competitor’s ad appears in the top-ranking position in the search results? Not to worry, we are here to assist you in ensuring that you rank #1 for your branded queries. After that, we’ll teach you how to bid on rival terms so that your ads appear in their branded search results. What are Branded Searches and how do they work? First and first, let us define what branded searches are.
- The phrases “waterbottlewarehouse.com,” “water bottle warehouse,” “wbw,” “bottle warehouse,” and any other variations of your company’s name that clients use to search for you might be included in your branded searches.
- On the other hand, this isn’t always the case.
- But how did they manage to pull it off?
- Is it even permitted for them to be first in search results for your brand name?
How Did My Competitors Outrank Me on Google?
They outbid you on branded searches in which you are involved. If you haven’t changed bids for these terms in a while, it’s possible that their terms have already been bid at an efficient level and don’t deserve any more spending. In any case, The Thermos Factory was able to outperform you in terms of ad rank and display on your branded traffic, despite your best efforts.
Can I Stop Competitors From Bidding on My Brand?
There are two methods to this problem. 1)When it comes to branded searches, you may boost your bids and outbid your competitors, but you must be careful not to overpay on traffic. 2) You have the option of choosing not to be concerned about it for the time being.
A customer’s decision to transfer brands is not dictated by the presence of a competitor’s advertisement on your branded search results page. When calculating how much to bid on branded keywords, take into account the brand loyalty of your clients as well as your average order value (AOV).
Are My Competitors Allowed to Show Up First On My Branded Terms?
To bid on your rivals’ branded terms is OK, with one caveat: they are not permitted to include your brand name in the headline or text of their bids. If Thermos Factory wants to create the headline “We Are Better Than Water Bottle Warehouse,” they can’t do so. But they may make the headline “We Are Better Than Them.” They are also prohibited from using any of your trademarked words in their advertising text. Interested in learning how to rank top on branded searches for your competitors? Check out our article for more information.
When to Worry About Search Results
If a consumer is searching for your brand, it is probable that they are already familiar with your goods to some degree. However, if you’re being outbid on a regular basis by a random rival for a user who has already converted through PLAs or Paid Social, you’re missing out on a potentially lucrative opportunity. There is a possibility that you may lose a more valuable consumer who is already familiar with and potentially appreciates your product. To avoid this from happening, make sure you monitor your branded searches on a regular basis and that you are on top of your bids for your own branded terms.
For more information on how we can help you examine your account and give ideas for improvement, please contact an analyst here.
How to Slide into Your Competitors’ Branded Searches
Competitor traffic may be a beneficial complement to your search strategy if it is targeted appropriately. After all, those who are looking for your rivals’ products are likely to have a lot in common with those who are looking for your own items. You must outbid your competitors on their own branded terms in order to be successful. You’ll also need to keep track of the bids for the top of the page and the first page of results. Google Ads, on the other hand, has you covered. Google gives a plethora of data to assist you remain on top of what it takes to be at the top of the search results page at all times.
How to Set Up Competitor Search Campaigns
For all of my search accounts, I run a campaign named “SEM Competitors” that targets other search marketers. This is the stage at which I include competitor-related keywords into a branded campaign. Thermos Factory, for example, may have an ad group for a rival, WaterBottle Warehouse, that includes all branded search variants for WaterBottle Warehouse such as “waterbottlewarehouse.com” and “wbW.” I propose that you manage your rivals and their branded search phrases using the account structure outlined below.
Things to Consider Before Bidding on Competitors’ Branded Search Terms
Bidding on your rivals’ branded search phrases may generate a large amount of new consumers and income for your firm, but there are a few things to consider before getting started. First and foremost, outbidding your rivals’ branded search phrases is more likely to be effective for items when the brand name is not the primary motivator for purchase. Consider this: If Nike releases a limited edition new tennis shoe, no amount of Adidas advertising is likely to persuade a Nike consumer to purchase an Adidas shoe instead.
For example, if you have a brick-and-mortar business in your community, consumers may be interested in purchasing something that is not otherwise readily available to them.
Ultimately, though, it is not recommended to spend all of your money attempting to compete with a corporation that is out of your league; instead, carefully assess the expenses before proceeding.
2. Average Order Value
In addition, the average order value (AOV) for your items should be taken into consideration. Keeping your firm at the top of search results might be critical if you’re selling thousands of dollars’ worth of items to people who aren’t devoted to your brand. As a consequence, you’d want to maintain your bids for your brand name as high as possible. When you have an AOV of just $25 and a very committed audience (such as if you’re a manufacturer), it’s definitely more cost-effective to allocate your marketing budget to product advertisements or another channel instead of general advertising.
3. Understand Your Competitors
Comprehend the identities of your most significant rivals. If you go via Google Auction Insights, you will notice that there are a large number of organizations that appear in comparable search results. However, this does not imply that you should bid against all of them. It is necessary to understand your target audience in order to place appropriate bids on the most appropriate competitors. A bargain shoe merchant, for example, should not pay to outbid Nike since they are not competing for the same customer base, according to the same logic.
Bidding on the conditions of a rival can be a smart idea for some merchants, but it is not a good idea for everyone. Before opting to commit funds to this plan, research your consumers’ brand loyalty, the worth of your items and the average order value of your customers, as well as your rivals’ strategies. As usual, be certain that you are adhering to Google’s standards on the use of brand names and trademarks. Are you still perplexed? Contact us and chat with one of our analysts right away!
Competitor bidding on Google Ads
When corporations explicitly employ a rival’s brand names as keywords, this is referred to as competitor bidding on PPC. Nike, for example, advertises to those who are looking for “Adidas.” It enables businesses to display advertisements for their products and services when potential clients are looking for a rival. You can see an example of this in the screenshot below, where the terms Monday and Asana both appear while searching for Trello.
Is it legal to bid on competitor keywords?
The short answer is that bidding on competition keywords is permitted. There are no prohibitions against bidding on brand keywords on Google, regardless of whether the brand in question is yours or not. It is plainly stated in Google’s trademark policy guidelines that “We do not analyze or limit trademarks as keywords.”. Unless a trademark has been registered with Google, the use of trademarked names in ad text is not restricted by the search engine. Bidding on rival keywords is not prohibited under law as long as you comply with other advertising rules in your market.
Can I stop competitors bidding on my brand?
Competition bidding on your branded keywords is something that cannot be stopped without your permission. You may, on the other hand, make this bidding process extremely tough for them. There are a variety of options available to you.
- If a competitor is using your trademarked name in their ad copy, you should file a complaint with Google using their online complaint form. By removing the keyword (your brand name) from their ad copy, the competitor’s quality score will suffer a significant drop, and their cost-per-clicks will skyrocket, resulting in a significant increase in their advertising costs. More information on this can be found in our blog post on quality scores. Contact the company that is competing with you. It is possible that the competitor is unaware that they are bidding on your terms. If your company’s brand name is “Ingilby Chairs,” for example, and your competitor is bidding on all terms that contain the word “chairs,” your terms will be picked up by your competitor as well. In this case, they may be willing to include it as a negative keyword across their entire account
- Bid on terms associated with your own brand. Keywords associated with your own brand terms will almost certainly have a quality score that is close to perfect. The cost-per-click threshold for your competitors will rise significantly as a result of your actions. By ranking first, you will also push them to the bottom of the search results page, making their advertisements even less likely to be clicked on.
We noticed rivals bidding on Ayima’s brand keywords (with a lot of hope in their hearts).
We took advantage of this by emphasizing the fact that these advertisements were favorable to us. The advertisement shown below is an example of this type of advertisement. This appears at the top of both pages one and two of the newspaper.
How do I bid on competitor terms?
If you execute your approach properly, bidding on rival terms may be a very successful tactic. However, there are significant hazards associated with this method. You should adhere to the following guidelines, which we have compiled:
1. Choose your competitors wisely
There are a few sources inside Google Ads from which you may take ideas, in addition to your knowledge of the people who are in your space:
- The Search Term Report (SQR) for your non-brand traffic may be used to see if there are any common themes on which brands are frequently cited in the generic search terms that you get. Determine which have converted successfully and which have failed. Auction Insights Report: Located under Google Ads, this report provides information about auctions. This may be used to see if anyone else is bidding on the same conditions as you are. Advice: If you notice brands listed here that are not associated with your business, it is an indicator that either they or you are bidding on phrases that are not relevant to your sector. Live searches for your brand include the following: Who else is bidding on your branded keywords at the same time? If they have discovered value bidding on yours, it is possible that you may discover value bidding on theirs.
In order to ensure that the rivals you’re identifying provide relevant services that have a high degree of overlap with your own, check their websites. Once you’ve narrowed your choice down to a few options, think about how much traffic these businesses are receiving from search engines. Make use of Google Trends to see how your brand’s search traffic compares to theirs. This allows you to prepare ahead of time and budget appropriately. If they have significantly greater search traffic than you have, or if their services do not have a 1:1 overlap with yours, you will most likely want to narrow down some more precise modifiers to include in their brand name to compete with them.
2. Select target terms that indicate intent
Improve the effectiveness of your advertising by identifying precise keyword opportunities. There are a variety of possibilities here:
- It might be a service or product that they don’t provide, but that you do
- If there is not a 1:1 overlap in services or products, only bid on the services or items that you also provide. Keywords indicating dissatisfaction include: People who want to cancel their membership or submit a critical review, for example
On the other hand, you should exclude terms that reflect commitment to a competitor’s brand from your search results. For example, you may exclude “log-in” phrases from your search. Concentrating mercilessly on these criteria results in increased intent from the user, the elimination of wasteful expenditure, and the receipt of more indications as to what the user genuinely desires. We have a proprietary technology, Ayima Spark, that immediately zeroes down on these keywords and displays them to the user.
In the example below, which has been extensively shared on social media, Kairos ran a “bold” advertisement under the conditions of the Social Chain.
The same may be said for many of the articles that are posted on LinkedIn.
Kairos might have targeted people who were in the market for a certain service by bidding on “social chain facebook advertising,” if it had done so.
3. Consider how it will look to prospective customers
If you are in the non-profit industry, bidding on competitors can make you appear needy, bothersome, or downright amoral to potential donors and donors can be turned off by your actions. One of these is illustrated in the above example. Another example is the one below, in which Dogs Trust is bidding on the RSPCA brand’s terms and conditions. This one was most likely a mistake, as Dogs Trust bid on broad match “+donate” parameters, which resulted in the offer being rejected.
The general public, on the other hand, will be unaware of this. They will witness one charitable organization attempting to actively compete with another for charitable contributions.
4. Take care with your messaging
Also keep in mind that, just as you may report rivals who use your brand phrases in their advertisements, they can do the same for you. As a result, avoid including trademarked phrases in your ad content that you do not own. You may, however, include elements of their brand name into the writing without overtly mentioning it. You may, for example, integrate the “sports” aspect of J.D Sports in your ad language in a natural and unforced manner. Bidding on terms that are favorable to competitors is an aggressive move, and you should avoid being overly antagonistic in your copywriting.
However, keep in mind that everything you say will reflect on your company’s brand.
Instantaneously, they come across as extremely aggressive, and they are absolutely not the type of individuals you would want to collaborate with.
5. Check competition on your brand
If your brand is not being targeted by competitors, you should consider the financial implications of competitors bidding against your brand. If your rivals find out that you are bidding on their brand terms, they may decide to bid on your brand terms in return, which might result in a rise in your brand’s cost-per-click (CPC).
6. Use your landing page to make them forget your competitor
These searchers shown a significant level of interest in switching to a different brand. It’s possible that they weren’t aiming to make a change. Your landing page must clearly communicate why your services are superior to those of your competitors. Why should they select you above the other candidates they were considering? Has your conversion process been designed to be as frictionless as possible for them to convert before they go elsewhere? The example given above is a nice illustration of how to accomplish this.
It makes explicit use of the Trello keyword to improve quality score, explains why Monday is better, and provides a clear call to action for you to follow.
7. Structure for success
When it comes to account structure, searches that include rivals’ names are likely to perform differently than searches that are entirely non-branded, or searches that include your own brand. Competitive searches should be classified as a completely different category, in the same manner that brand and non-brand searches should be handled as completely separate categories. This necessitates the creation of different campaigns, separate bid strategies, and the tight application of negative keywords to prevent phrases from spilling over.
8. Measure lifetime value
When calculating the lifetime value of your customers, designate the clients that were acquired through competitive bidding if at all possible. Depending on your sector, you may find yourself spending your advertising dollars on attracting clients who are continuously on the lookout for better deals. As a result, they have most likely already had their heads turned away from their prior or intended source while in the process of locating you. This underlines the necessity of setting up your account with clear divisions between Brand, Non-Brand, and Competitor searches, which will allow you to go much further with your reporting and analysis in the future, as previously stated.
We regularly monitor lifetime value for our clients in order to track the performance of various marketing strategies. This is a critical variable, and you should be searching for ways to measure it as often as possible.
9. Test and optimize
Depending on the sector and firm, competitive bidding will operate in a different manner. It is critical that you identify the technique that will yield the greatest outcomes for your situation. This entails testing and learning on a continual basis.
- Concentrate on the phrases that are effective. Those who are not eligible should be excluded. Improve the effectiveness of your bid tactics. Add more competitors to the mix. Remove people who aren’t contributing to the achievement of goals. Test your ad text and landing page copy to make sure they are effective.
Expect outcomes to vary from competitor to competition and not to be consistent. Each individual should be treated as such. You may be interested in learning more about competing bidding campaigns, or you may like to start up your own. If you want a more in-depth personal analysis or a tailored approach, our professionals are available to assist you. Get in contact with the team by filling out the form on this page. We look forward to hearing from you.
Protect Your Customers’ Navigational Search Intent From Savvy Competitors
Have you ever known exactly the website you wanted to visit but yet went to Google and typed the name of the company into the search box? This is a common occurrence. Perhaps you didn’t know the actual URL for the organization, but you knew where you wanted to go and that Google’s search engine would be able to assist you in reaching your goal quickly and easily. This is referred to as navigational intent, and your consumers use it all of the time to find their way to your website and make purchases.
You’re up against your competition.
Today, we’ll show you how to safeguard your brand and your customers’ navigational search intent from competitors who are attempting to steal your search traffic through pay-per-click advertising (PPC).
What is Navigational Search Intent?
When a specific search query is submitted into a search engine, such as Google, with the intention of discovering a certain website or site page, this is referred to as a navigational query or search intent. The term “navigational intent” refers to the fact that a user knows exactly where they’re attempting to get to on the internet; they just utilize the search box to direct them to the correct location rather than typing in the URL of their desired destination. If you’re not familiar with user search intent and why it should be a core marketing focus for business owners, read our recent blog, “Get More Qualified Traffic With A Focus On User Search Intent,” in which we teach you how to leverage the intent of users to drive business objectives and how to get more qualified traffic with a focus on user search intent.
It follows from this that, if you aren’t paying attention to all parts of user intent, you are leaving untapped leads available for your competitors to take advantage of and steal away potential consumers.
What’s the Best Way to Protect Your Branded Keywords?
Consider the following scenario: you are a lawyer who is just starting started with digital marketing for your law company. As an example, you want to examine where your website appears on Google, so you enter in the name of your company and discover that a local competitor’s website appears above yours, as in the example below. How is this possible? The solution is straightforward. Your competition is bidding against your firm’s branded keywords through sponsored adverts on Google, and here is the reason why.
So, what are your options for retaliation?
Keep Competitors From Invading Your Territory
If you’ve developed a successful firm, it’s probable that your most savvy competitors are already bidding on your company’s branded keywords in Google’s search engine results. To put it another way, if you aren’t currently spending a percentage of your marketing budget to bidding on your branded keywords, you should start doing so immediately in order to keep the competitors off your branded search real estate.
Bid on Branded Queries to Dominate the Search Results
As a general rule, I believe we can all agree that two is better than one, particularly when it comes to your website links appearing on Google’s search engine results pages (SERP). The same rationale applies to search engine advertising in the same way that including multiple links in an email to consumers enhances the probability that a subscriber will click through to your website. If you provide people with several possibilities to click and go to your website, you will be significantly less likely to become lost in the crowd of competing sites.
Use PPC Ads to Control Your Messaging
Another important benefit of investing in your company’s branded keywords and taking up as much search engine real estate as possible is that you can guarantee that your brand is portrayed in the manner you want it to be in the results, which is vital. Organic listings are, of course, a free kind of promotion on the internet, but, let’s face it, they’re a little tedious. Alternatively, sponsored advertisements provide you with the unique chance to develop a message that will capture the attention of your target audience and attract them to visit your website in order to gain their business.
Branded Terms Are Cost-Effective
As company owners that advertise online, we’re constantly looking for methods to reduce expenses while increasing earnings. This is especially true when it comes to paid advertising and digital marketing in general.
Your company’s branded phrases are almost certainly less expensive than non-branded keywords linked to your business or services, yet they still have a large amount of real search traffic associated with them.
Capture Quality Leads That Are Near the Point of Conversion
Most importantly, when consumers search for your company’s branded phrases on Google, they are already familiar with your brand and are actively looking for your website. Connecting with consumers who are already farther down your sales funnel than a cold audience is made possible through the use of branded keyword search terms. Make use of this opportunity and acquire some leads!
Why Navigational Search Intent Matters For Your Business
In preparation for Google’s Page Experience Core Algorithm update, which is scheduled to launch in August 2020, user intent is one of the primary focuses of the search engine update. As a result, business owners will need to re-evaluate their websites and marketing campaigns in order to provide the best possible end-user experience. As a Google Premier Partner, 1SEO Digital Agency’s team of search marketing specialists works hard to keep our clients one step ahead of the competition and one step ahead of the curve.
Contact us today to book your complimentary digital marketing consultation as well as your complimentary paid advertising assessment.