Once you detect unwelcome competition, what can you do about it from a legal standpoint?
We won’t bore you with case law here, but you should be aware of a few basic principles and how the law views brand bidding.
This website uses advertising and analytics technologies (including cookies from your device) to measure advertising effectiveness and/or to improve the browsing experience.
By clicking 'Continue to Site', you consent to our use of advertising and analytics technologies (including cookies from your device).
If you have a brand worth protecting, competitors are already bidding on your brand name. Some bid directly on your name, while others will bid on obvious derivatives, such as when Marketo bids on phrases like “Pardot drip marketing” (and vice versa). Many large brands have competitors bidding to every available ad position for every imaginable brand and brand-plus keyword.
The question is, what can you do to deal with competitors brazenly showing up on your hard-earned name? Your best options include:
If you sell online, having an affiliate program can help you dominate page one, drive more revenue, manage costs, and build your brand. By carefully selecting a group of your best affiliates to work with you, you can use this powerful cost-cutting technique that can also boost clicks and sales.
Let’s dig a bit deeper into tactics that will help you better control the search engine results and your CPC prices by coordinating your brand bidding with partners and affiliates. Here are the basics:
Today, competition for clicks makes it challenging to derive meaningful growth from paid search advertising. From our experience, The Search Monitor’s customers have cracked this code by deploying brand bidding strategies.
These strategies, discussed in the subsequent sections of this course, include ad monitoring, carefully crafted partnership agreements, addressing your competition head-on, making search engine complaints coupled with other available legal responses, and effectively employing brand bidding techniques.
Thank you for signing up and welcome to the first of our 6 part Crash Course on Brand Protection! In the coming days you will receive additional emails and we’ll dig deeper into exactly why you need to protect your Brand, and how to do so. Let’s begin!