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How To Stop Competitors From Bidding On Our Branded Keywords

Discussion in 'Adwords' started by JustRipIt, May 13, 2013.

  1. JustRipIt

    JustRipIt Junior Member

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    Hey Guys,

    I rarely create new threads and ask questions on this forum because I always seem to find the answer to my questions on previous threads. This time however, I have not, so I would like to ask some stuff about our competitors bidding on our branded keywords on Adwords. I apologize in advance if this topic has already been covered elsewhere.

    So basically, if you do a Google search for our branded keywords, you will see our competitors ranking on the number 2 and 3 paid listing positions (as well as the sidebar paid listings). I have already put in a trademark application to Adwords and they now have made it so that nobody but us is allowed to include our company name in an Adwords ad. But how do I stop people from bidding on our keywords? It seems everyone is doing it and it's pissing me off because we're about to launch a nationwide TV commercial that is effectively going to hit over 30 million households. These people WILL do Google searches for our branded keywords and our competitors will steal them.

    I know this can be done because if you do a branded keyword search for American Express or Sears, you will not see anyone other then American Express or Sears ranking on the paid spots. How can I achieve the same?
     
  2. Tom Green

    Tom Green Registered Member

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    As far as you can tell, you cannot prevent it, unless Google actually changes its policy.

    Also, be creative. Try improving your ads to reflect trademark vs. non-branded ads. Clearly, brand-name searches are looking for YOU, give him an ad that isn't Selling, just giving most brand recognition. Add your Social Extensions for more brand recognition. Basically, show your competition is clearly outgunned. If you can pay for TV ads, you can get this done.
     
  3. ozzke

    ozzke Regular Member

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    I don't really see the problem. As long as they are not using your brandname in their ads, they are not doing anything wrong. You can do the same and bid on their brandnames. It's all perfectly legal and Google will only remove the ads that use the trademarked name in the ad.
    Make sure your Ad has your brandname in it and you can add "®" which makes your ad look more important. The brandname will then be in bold and it catches your eye so your potential visitors will click on it
    You will still have more than 90% of the clicks anyway and the less clicks they get for your keyword, after a while their Quality Score drops for the brandname, which means they will have to pay more and more to rank their ads.
     
  4. JustRipIt

    JustRipIt Junior Member

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    Tom Green: Add my social extensions? Do you mean to the actual ad copies? How do I do that?

    Ozzke: You are correct, right now our branded keywords cost over $12 per click LOLZ! However, new guys get cycled in daily, it's an endless parade!

    Oh and adding the registered trademark symbol is a great idea! Don't know why we weren't doing it before. Will implement.
     
  5. JustRipIt

    JustRipIt Junior Member

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    Guys, I see American Express and Sears doing it, there's got to be a way! Somebody must know!
     
  6. danailo

    danailo Senior Member

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    These are huge businesses. Is your branded kw your trade mark?
     
  7. BLIXX

    BLIXX Regular Member

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    People are not direct bidding on "American Express" or "Sears" because there's no ROI there, not because they don't have a free market right to bid those terms. If you Google "American Express Card" you see that Discover bids that keyword -- there's clearly an ROI there.

    You'd have to provide more information, but it may be that they're not bidding your brand name at all, but electing to Broad Match or Phrase Match. Which might be bringing your brand name into Google's choice to display their ad.
     
  8. JustRipIt

    JustRipIt Junior Member

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    Yeap, our branded keywords are trademarked!

    They are huge businesses, but I like to think we have the bandwith to find a solution to this issue :)
     
  9. JustRipIt

    JustRipIt Junior Member

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    You are correct Blixx, that is exactly what's happening, broad matches for our relevant brand name, no direct bidding...at least that's my theory (and yours).

    But one thing is for sure is there is something going on with no one bidding on American Express because at the end of the day all the competitors would then have to set the negative keywords for American Express and I doubt every single one of them are doing that.
     
  10. BLIXX

    BLIXX Regular Member

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    They are if there's no ROI.
     
  11. JustRipIt

    JustRipIt Junior Member

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    Right but are they savvy enough to realize that fact....every single one of them.....most aren't.

    I dunno
     
  12. BLIXX

    BLIXX Regular Member

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    What sort of organisation is it, exactly, you believe to be in direct competition with American Express...? (rhetorical question).
     
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  13. Union

    Union Power Member

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    Man, calm down, you don't have the budget, American Express, Sears and other have....
    Nothing Personal, just Real Facts...
    Call adwords and tell them you are ready to spend a few million a year... and tomorrow your Branded Keyword will be only on your Site and Adds, the other guys will be Overnight killed by Google Spam Policy...



     
  14. JustRipIt

    JustRipIt Junior Member

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    Blixx: Good point, I don't know.

    Union: Good point; we might not have millions for Adwords, but we do have a large number of adspend that I am not going to divulge (it is in the 6 figures per year). So I dunno, how much do we have to spend to get into the exclusive Googy club where only then do they do something about this.

    After we run this commercial, our branded keyword traffic is going to skyrocket. In fact, if you live in the US, you will see us on your TV :icecream1



    FYI, we're talking about such a large flux of traffic that even if a competitor gets 5% of our traffic each month, that equates to thousands of clicks! I don't want any vultures/competitors ridding our marketing efforts and stealing our traffic....

    So NO, I don't need to calm down, I need some fucking answers!



     
    Last edited: May 14, 2013
  15. BLIXX

    BLIXX Regular Member

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    You're going to have to outbid them, my dood. Given what you've said in the thread, your quality score should be through the roof so long as you're writing proper ad copy, so you've got that on your side.

    To reiterate: ones competitors may not use trademarked items in their ad copy; but, may certainly bid on trademarked keys such that their ads are triggered to appear for a query using the trademarked keys. No one is bidding "Sears" or "American Express" because the user intent is crystal clear and there is no ROI to entering into such an auction.
     
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  16. icex999

    icex999 Regular Member Premium Member

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    I'd have to say this is likely the best advice you're going to get. They can use your trademarked terms in ad copy if they're a reseller, otherwise they can't. If their copy is clearly using your mark as it's registered, go ahead and contact Google. They're pretty quick about getting back to advertisers on such issues.


    - ice
     
  17. MisterTwister

    MisterTwister Regular Member

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    The easy answer is to send the owners of the offending websites a cease and desist letter. At the end of the day they have no reason to use your trademark, company name or brand name without permission - if they are generating sales by this then they are 'passing off' in law and you could potentially sue them for any losses you may have incurred.
    (This is in the UK - it may be different in your country, however the US certainly has very similar law on this)

    Good luck OP
     
  18. ozzke

    ozzke Regular Member

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    The thing is that they are NOT using the brandname or trademark, they just show up when people search for it. It's not like they use it in their ads so that doesn't make much sense..
     
  19. MisterTwister

    MisterTwister Regular Member

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    But why are they showing up? Have they targeted the brand in their adwords account or have they added the brand name to their meta data? I have read the thread but maybe I am missing something?

    the brand through adwords? If this is the case they are still passing off as they have not had permission to use the trademark or brand in any way without express permission of the trademark owner.
     
  20. hamish11

    hamish11 Regular Member

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    MisterTwister, yes you can target a competitors brand keywords in your ad campaign, you just can't use them in the actual ad. Want to know how to get the best deal on Godaddy? Search for Namecheap Coupon, and 75% of the time the first ad you see is a Godaddy 0.99 Coupon. Nothing illegal about it here in the States.
     
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