Your competitor’s ad appears in Google’s sponsored search results when you search for your brand? Worse, this ad usurps your brand name or is discriminatory towards your brand? This can unfortunately happen. What can be done in these cases? What steps can be taken to protect your brand on AdWords ?
Do my competitors have the right to position ?
First of all, let’s remember that there may be several reasons why a competitor’s ad appears when you search for your brand:
Keyword Match Types : Your competitor ranked for a broad keyword that is similar to your brand name, but they weren’t targeting your brand specifically.
Generic Brand Names : If your brand name can also be used in everyday language or contains a generic word, your competitor may be buying that keyword.
Your competitor has indeed positioned himself on your brand! This is possible. Legally, nothing prevents him from doing so. Indeed, Google authorizes advertisers to advertise on competitors’ brands. What is prohibited, however, is using the competitor’s brand name in his ad, as we will see below.
Also, in some cases, it may be beneficial for you if other companies can use your brand name. For example, if you have a network of distributors or partners who sell your products. This scenario is something to consider before thinking about protecting your brand on AdWords.
4 Ways to Protect Your Brand on AdWords
There are several ways to protect your brand on AdWords to get the most out of your brand awareness.
1. Buy your brand on AdWords
If you want to be sure to appear first when an Internet user searches for your brand name on Google, I advise you to position yourself on it on AdWords. In certain very competitive sectors or if you have resellers, this can be wise. Indeed, even if you are first in the organic search results, several Search ads, Shopping, results from the Google Knowledge Graph, etc. can appear before your site.
Buying your brand on AdWords will only cost you a few cents per click (in many cases you can go down to the minimum bid of €0.01 per click). Indeed, your site will be the most relevant to the query, far ahead of other advertisers, which will positively impact your Quality Score . So consider it so as not to let others benefit from your brand’s notoriety!
In addition, synergies exist between SEO and SEA. I have noticed for several clients that positioning in SEA on the brand allows both to increase the overall click rate to the site, but also the click rate on organic results.
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2. Claim your brand on Google
If you don’t want anyone to be able to use your brand in Google AdWords ads (except you of course), the solution is simple. Google provides advertisers with a complaint form that you can easily complete online. You will simply need to have your brand registration number with the INPI.
Form to protect your brand on AdWords
This solution is simple but the form is not necessarily highlighted by Google and therefore difficult to find by yourself.
3. Contact your competitors
We don’t always think about it, but before becoming too alb directory aggressive, it’s better to take the diplomatic route ! Call your competitors, send them an email, and propose an agreement. No positioning on competing brands, neither on your part, nor on their part. In any case, in many cases, if both parties position themselves on the competing brand, this will only lead to an escalation of the cost-per-click. And it will not always be beneficial for anyone.
In some sectors
market players have agreements of this kind. In this case, you will have to think about adding your competitors’ brands as negative keywords in your WhatsApp Directory AdWords account. Also, don’t hesitate to clearly explain to your competitors how to put your brand name (and spelling variations if possible) in negative in their AdWords account.
If you notice any misuse of your brand in ads (e.g., comments against your brand), take screenshots, contact the person responsible, and ask them to stop these defamatory ads immediately. Once caught red-handed and provided with screenshots, they will surely stop.
4. File a complaint
Finally, if you notice that your competitor continues to use your brand for commercial purposes that are detrimental to you, your last resort is to file a complaint. Often, you won’t have to go that far, but know that it’s possible. And let your competitor know too, it will surely cool him down!
Last tip : to protect your brand on AdWords, I also recommend checking whether advertisers are positioning themselves on spelling variations that are not protected. Some of your competitors may have twisted minds and harm you…
Ensuring your brand is mentioned and protecting it from misuse is essential. On AdWords, as on other channels.
