Adwords bidding on competitor brand names...

sandhu40 · May 25, 2013

I have a one category business directory that also has a review system. It is a service related directory. For arguments sake lets say it's a plumber directory in London. I am also listed on there. I am top rated while all others have mixed reviews, good and bad.

I want to bid on competitor brand names, get customers to my review site and then click the 'top rated plumbers' button. See my reviews and then hope they use me. Clicks will be very cheap.

How can I achieve this? Can I use the brand name in the Ad title or just one of the keywords in the Ad back panel?

Reviews will be scraped from another large review site to make the site look 'busy'

I have worked out that 5 of the largest businesses in London in this service industry have around 250,000 exact searches for their brand name alone.

How can I word the Ad if at all this is legal/possible? I have been reading a few articles on this subject but I am not sure of the UK laws - I could not find enough information.

Thanks given for all answers

SEOWhizz · May 25, 2013

sandhu40 said:
I want to bid on competitor brand names, get customers to my review site and then click the 'top rated plumbers' button. See my reviews and then hope they use me. Clicks will be very cheap.
...
How can I achieve this? Can I use the brand name in the Ad title or just one of the keywords in the Ad back panel?
...
How can I word the Ad if at all this is legal/possible? I have been reading a few articles on this subject but I am not sure of the UK laws - I could not find enough information.

1 The (completely) legal way to use the brand name in the ad text would be:
a) if the brand name is trademarked, to get agreement from the trademark owner, or;
b) if the brand is not trademarked you should be able to use it.

2. The alternative is to use the use the brand name anyway, but you run the risk of the trademark owner complaining to Google and having your ads stopped after investigation.

More info:

Code:

https://support.google. com/adwordspolicy/answer/6118?hl=en&ref_topic=16316#
[remove space]

sandhu40 · May 25, 2013

Thanks.

I found this also:

Informational sites:

The primary purpose of the ad's landing page is to provide informative details about goods or services corresponding to the trademark term.
The product or services must be the primary focus of the ad's landing page.

But then I found this:
[h=4]When such ads cannot show in these regions:[/h][h=4]The following ads will not be able to run:

Ads that do not lead to a landing page that clearly facilitates the sale of either (i) the goods or services corresponding to the trademark or (ii) parts or components related to the goods or services corresponding to the trademark
Ads using the term in a competitive way, including ads with a landing page selling or facilitating the sale of goods or services of a competitor of the trademark owner
Ads that do not lead to a landing page which provides substantive information about the goods or services corresponding to a trademark

[/h]
So this means that I can have a reviews site. Use Brand XXX in ad text, land customers on Brand XXX listing page where the negative reviews are and then in the main menu - they will hopefully click on Top 10 Rated Plumbers in London.

This is possible if I am reading this correctly right?

proweb · May 25, 2013

You can't use the text "Top Rated" in your AdWords text ad. That is considered a superlative and can only be used if a 3rd party authority has declared your website/company/product as top rated.

Instead, I would do make my text ad say:

Using Nigel's Plumbing? <- Or whatever their brand name is
Try Them! We Fixed Their Plumbing
Before and Will Fix Yours Too.

sandhu40 · May 25, 2013

The Top 10 Ranked ranked plumber text wont be in the ad. That will be in the main menu of my website and will be visible on all landing pages I set up.

sandhu40 · May 25, 2013

Example:

Someone searches for Pimlico Plumbers - the most known plumber in London.

My Ad text would be maybe: Reviews - Pimlico Plumbers. Customers would find lots of negative reviews on this landing page. So I have made an informational site using a brand name.

Once I have that customer on my site they will be slowly navigated to the Top 10 Plumbers page - where everyone has positive reviews.

Adwords bidding on competitor brand names...

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