Your competitor likely saw that no one (including you) was bidding on your brand name, so it took advantage of the opportunity to pay a higher cost-per-click (CPC), to siphon valuable leads away from your business.
Where do you want your ads to appear: Depending on your budget and/or how many leads/sales you may be losing to your competitors will likely determine which placement to choose. I would recommend testing the options to determine the best budget-to-performance selection.
Percent (%) impressions share to target: For brand terms, I think 100% should be the default input but either way, enter the percentage of auctions that you would like to outrank your competitor.
By targeting the competitor that bought your brand, you could force their CPCs higher, conquest some of their lead volumes, and potentially force them to stop bidding on your brand name, which is a good thing.
Google has quite a simple set of search advertising guidelines that cover issues including trademarks, and it is the protection offered by trademarks that is key to this discussion. Google respects the protection offered by a trademark, but in general, this does not extend to the selection of the keywords you are bidding for.
PPC (pay per click) ad campaigns will feature many ads that use different combinations of keywords, all of which combine to make up your total campaign budget. Bids can be made manually or set up using automated marketing strategies.
Additionally, there are exceptions to trademark rules and loopholes governing branded terms. Resellers, authorized advertisers, and information-based sites are allowed to use trademarked terms as long as they only use approved keywords or do not try to compete directly with the competitor who owns the keyword.
When many companies find out that a competitor is bidding on their keyword their first thought is likely going to be to bid on their own brand. This is a natural response and there is also a good justification for this course of action.
Companies that do not leverage branded ads received around 60% of clicks on top organic listings. Meanwhile, companies that position branded ads at the top of listings received 91% of clicks on ads with branded keywords. This incremental increase in overall click activity can lead to higher traffic and increased conversions.
Protecting your company by trademarking your brands is one of the simplest steps you can take to stop your competitors from stealing customers out from underneath you. You can start the process by visiting the United States Patent and Trademark Office and applying for a trademark.
Generally speaking, branded keywords cost less than non-branded keywords. Branded keywords are not used less often than non-branded keywords, so they frequently require lower bids. The lack of competition in the bidding of branded keywords means that your ad dollars go further, which means you can place more PPC ads for less money.
Additionally, organic SERP clickthrough rates are higher for branded keywords than non-branded keywords. The combination of low cost, high conversion potential makes branded keywords extremely appealing.
However, there are downsides to bidding on branded keywords. Most noticeably, non-branded keywords generate more visibility, as they contain more frequently searched phrases. Branded keywords generate narrower search results, which means your ads that contain these keywords will be viewed less often.
Going on the offensive allows you to fight fire with fire if your competitors are already deploying these tactics. It will also draw some awareness to your brand for potential new customers who only knew about your competitor.
Be warned: snatching a top search engine ranking using this approach is highly unlikely without some investment in aggressive link building tactics. But, this approach will undercut your competitor in the following ways:
Customer mindset changes from product to product. For example, a shopper buying a luxury item like a Rolex watch is more concerned about the style and design of the product rather than its price. On the other hand, another shopper who wants to buy a towel will consider if the product is worth his penny. So you need to project your brand in a way to reach your desired target audience. Amazon A+ content is one of the easiest ways to captivate your shoppers.
To find niche opportunities in buyer keywords, we reviewed our database of 20 billion queries for the lowest competition Google keyword searches filtered by keyword modifiers. The aim was to uncover untapped opportunities for a long-tail strategy.
If you want to try searching for buyer intent keywords in your niche, use the modifiers from the tables of data below, in combination with your seed keywords in the Keyword Research Toolkit or Google Keyword Planner.
High competition keywords may be considered valuable, but the other end of the scale is where you can find some of the best opportunities. Combine the strength of several low competition keywords and you may end up with a solid long-tail strategy that can deliver significant quick wins.
Studying one competitor can offer plenty of entry points for further research. And when you compare keywords from multiple competitors, it's a surefire way to find the core keywords you don't already buy.
We've broken keywords into segments that tell you what you can do with them (consider buying, potential waste, etc.) The colorful Venn diagram is to help you visualize overlaps of keywords that domains share, and the segments show you how many keywords are in store.
You can add more competitors beyond the first 3, comparing (and overlapping) 4, 5, or more domains in an industry. Keep in mind that when you ask for keywords shared across 6 or more competitors, that number will go down. The number of the full universe, though, will go up.
These recommendations help when you are looking for ways to improve your Google Ads campaigns or your content planning. This can be in the form of keywords to add/target or keywords to drop (or set to negative match).
Like with the recommendations from the interactive Google Ads Advisor, our Kombat PPC advice takes your domain's Google Ads keyword list into account. We look for the keywords that your competitors are all buying but you aren't. Advertisers vote with their money that these are the keywords to trust. One domain buying a keyword might be just a test. When two or more domains buy the same keyword, that's a signal.
The questions segment in Kombat is more of an idea generator. We look at \"All Keywords\" across the multiple domains that appear in the match-up and grab questions that tie to any of those keywords.
These keywords pull inspiration from the entire keyword universe, but your domain does not rank for them. This segment is incredibly close to Missing Keywords, but it prioritizes keywords with a higher potential to bring in clicks. This could be a combination of stronger search volume, more accessible ranking difficulty, and total clicks on the keyword.
Often, these transactional keywords are long-tail. Searchers are adding words to the search to tighten their criteria or to rule out duplicate info that they found during the initial research steps. \"Physical therapy with weekend availability\" or \"physical therapy without insurance.\"
To recap, you start by searching a domain (often your own or your client's domain). We will find the top 2 most closely matched competitors based on ranked keywords (SEO) or keywords advertised on (for PPC).
Above, we suggested that you start with your own site in the main Kombat search. The recommendations that we make for keywords to consider buying (or remove) are built on the first domain typed into the search bar. However, there are reasons you might start with a competing domain instead.
Maybe it's because you haven't yet ventured into Google Ads and want to get recommendations of top keywords in an industry. For that, start with a competing domain that advertises, and look for the \"core\" keywords in the results.
You might also be expanding into a new niche, and your domain doesn't yet advertise in that area. You can still take advantage of the core keyword suggestions without running into redundant keywords you already buy.
We suggest that you review the other keyword filter options and available metrics if you aren't familiar with them. Using them will help you get a more tailored experience. That can speed up your work and ensure that you're finding keywords that fit your needs.
Topics help you make sense of thousands of keywords at a time. Instead of looking for patterns, you can zoom out to see which themes stand out. That helps you develop variations of content in SEO--coming up with main ideas and variations for supporting content.
In Part 1 of our 3-part series on brand search strategy, we examined the legal ramifications of competitor keyword bidding and the cases that have shaped the discussion around the controversial practice.
Still, one test after another has come back with the same conclusion: not bidding on your branded keywords dramatically decreases overall traffic, conversions, and lead volume while failing to significantly replace that performance with an increase in organic performance.
To truly own your brand SERP, you must do your best to take advantage of all of these features. That means optimizing your site structure and other technical elements, populating your Google My Business profile with basic business information, and creating content that Google deems valuable. It also means bidding on your brand keywords to secure SERP real estate in the form of paid ads. These are especially valuable because they appear at the top of the SERP.
If your competitor outbids you on your branded keywords, they are rewarded with their ads appearing on searches for your brand. This practice gives competitors a slick way to downgrade your brand and products, increase awareness of their own brand and p