Defend Your Brand Name in PPC

Have you ever Googled your own company name only to see a competitor appear above you in the paid search results?

This can be incredibly frustrating, especially if that competitor is snagging clicks and traffic that should be yours.

But here's the good news - you don't have to break the bank to return your brand name to the #1 spot. In this article, I'll share a simple tip to help you reclaim what's yours and bid on your branded keywords.

Google wants to show the most relevant result for a given search. So when someone looks for your specific brand name, your website and ads will naturally be the most useful. Google recognizes this and will charge you a lot less than anyone else to appear in that prime slot - often $0.50 or less per click (unless you are in a high price-point / extremely competitive industry).

But if a competitor tries to muscle in on your branded keywords, Google will charge them a premium - think $5 or more per click. So while you can't completely block competitors from showing up, you can play defense.

Here are 3 easy steps to defend your brand name on a budget:

1. Set Up a Brand Campaign in Google Ads

Create a new search campaign specifically for your branded keywords. Use phrase match or exact match to only target your company name and very minor variations.

2. Set Low Bids

To stop you from overpaying for this campaign, set manual low CPC bids. Or use "maximize clicks" and enter a low max CPC limit. (some experts may argue with me on this one, but I would rather 'start low' and have to increase my bid, then bid too much from the beginning)

3. Make Your Ad Small

Write a short, basic copy with no extensions. This will keep your ad compact so the organic listing can appear above the fold. People will be more likely to click the free organic result rather than your ad, saving you money. You should still take the time to write a good headline and description for the ad.

It may feel counterintuitive to "shrink" your ad for a brand campaign. But a smaller ad means more visibility for the organic search listing, so you save on cost without sacrificing brand presence. Defending your online territory doesn't have to be complicated or expensive! 

If you want more tips to strengthen your digital marketing, be sure to grab my free 7-day Online Marketing Jumpstart guide. It's got step-by-step instructions to build a solid foundation for lead generation and revenue growth.