Purchasing keywords is a technique that can be
costly and time consuming. Company’s everyday spends thousands of dollars in
order to strategically place their company in a position to help them gain high
quality leads.
In a perfect world your brand keywords will be
designated for your company and your company alone. But in this competitive
world, the keywords that are beneficial for your brand are available for anyone
to purchase. So this means that a potential client can search the internet for
your brand and/or company name and render results for a totally different
company. Competing companies use such tactics in order to gain the attention of
their competitions customers or potential customers.
In the event that such a situation occurs, what
can you do?
The first, thing to realize is that such
practices are not prohibited. A few years ago various search engines revoked
any restrictions that prevented companies from bidding on branded keywords or
branded business names. Though a company can bid on keywords that associated to
your business name, it cannot use the trademark of your company in its ad copy.
So unfortunately, search engines will not assist
you in your keyword battle but there are a couple of things that you can do.
First, bid on your own brand name. This is a great way to shield your brand
name from competitors. This may be a costly, technique but in the end you will
find it to be beneficial to your company. Your competitor will not have the
ability to lure your clients or customers away.
Sometimes bidding on your own name or keywords
associated with your business will not render successful results. When this
occurs you have the option of simply reaching out to the company that is using
your brand’s keywords. The company may be polite and refrain from using the
keywords or they can deny your request.
If they company denies your request then you can
threaten to take legal action against them. A cease and desist order may be
necessary if your brand name is trademarked. If your brand name is trademarked
then you can file a Trademark complaint with search engines. This could help to
drastically reduce the number of companies using your brand name in their
keywords.
If the above strategies do not work then play the
competitors game and bid on their brand’s keywords. You can lure some of their
traffic away from their site. Once this occurs, their brand’s keywords can
become a bargaining chip. You can agree to cease bidding on their brand
keyboards if they agree to do the same.
Before you bid, investigate the measure of
activity your rivals are creating in light of the branded terms they are
utilizing. By focusing on the contender that purchased your image, you could
constrain their CPCs higher, gain a portion of their lead volume, and possibly
drive them to quit bidding on your image name, which is something worth being
thankful for.
Keep in mind; you can't utilize a rival's
trademarked name in any of your advertisement so you must be sharp and
inventive while making your promotions.
