Just as SEO or search engine optimization has some white hat and black hat techniques, PPC campaigning is also not an exception. When it comes to PPC campaign, the holistic approach is bidding on the competition’s keywords and this indeed is an acceptable practice. But as always, there are rules of engagement and you playing by the rules don’t mean that your competitors are also doing the same. There are different black hat PPC techniques that are prevalent in the market nowadays and the concerns of this article will not only give you some examples but will also let you know how to combat against such strategies.
The crime scene with the help of an example
Recently there was an advertiser who was strictly following all the guidelines of AdWords for a PPC campaign, the ads were structured perfectly and their message was straight for the visitors. The landing page was also perfectly done and was also relevant to the ad. In fact, if we had to talk about the best practices for implementation for a PPC campaign, this would be the epitome. But the only problem with this was that the landing page itself was all about slandering the brand that belonged to the client.
In fact, the entire site was dedicated to speaking ill about the product of the client discussing how their product was better. The competitor even went so far as to say that the client’s product was “dead”. Such scenarios are not unheard of but it is sad to notice that such situations are hard to keep track of. Building time to monitor and track competition is the only way to stop such black-hat PPC tactics.
Steps to protecting your brand name in paid search
It is important to defend your brand in the PPC channel by comprehending the options that are available as an advertiser. Check out how you can use AdWords to your advantage while protecting and expanding your brand.
- Know the AdWords trademark policy: Most large companies have trademark managers who have rules about how the trademarked things should be used. These guidelines should be passed down to the marketing campaigns. AdWords will investigate trademark infringement only after a holder files a complaint but Google suggests that the dispute be settled between the advertisers first. There are also particular policies for resellers but moving the needle on these types of cases is a huge challenge.
- Ramp up your GDN: The Google Display Network can help you reach people throughout the web and when you ramp up competitor and branded campaigns, you can strengthen your brand over your competitors. Although running a search network PPC campaign on the keywords of your competitors is necessary, yet the impression share that you’ll get is becoming lower day by day. By running a competitor campaign on the GDN you can grow impression share on competitive terms.
So, your best bet is to monitor and track your competitors on a daily basis, understand how the rules and strategies work and know when to call Google for help and when to become proactive yourself.