Why Your Brand Name Might Be Someone Else’s Most Profitable Keyword
Brand bidding is a way to protect your company’s name from being hijacked by unscrupulous rivals. In this article we’ll explain how it works, why your business needs it, and which damages may ensue if you ignore bidding on your own brand name.
Online Isn’t a Safe Place
There’s barely any aggregated data on how often businesses can pull a dishonest trick online. But we know that it surely happens. Even the gov has to deliver a slap on the wrist when things go too far: this year Britain’s CMA has looked into the fake reviews plaguing Amazon, which in turn caused the company to tighten the leash on the merchants who practice aggressive “catalogue abuse”.
Apart from astroturfing in the customer reviews, other tactics can be applied to steal your clientele — brand bidding is one of those.
How it works:
When people google things, they type in search queries: “flights to Delaware", “best dark romance novel”, "hypoallergenic skincare”, etc. These queries are basically keywords that the search engine uses for navigation and finding the top-trending and the most relevant websites that are browsed on its Search Results page (also known as SERP).
The name of your brand is also a keyword, especially if you do a good job and attract a steady flow of customers. And that’s when dishonest rivals see a golden chance. While working in the same niche, they can “borrow”:
- Your company’s name.
- Names of your trademark products.
- Other words that somehow may pertain to your company.
As a result, it gives them a strategic advantage of intercepting the high-intent traffic with their Pay-per-Click (PPC) campaigns that was initially meant to flow to your website, online shop, or any other outlet.
And high-intent traffic is the best of all: these are search queries made by people who are most likely satisfied with your work and want to use your services once again. Or these may be the shoppers who were recommended to check your brand by their friends who have previously enjoyed what you offer.
Why is it harmful:
Basically, keyword hijacking is a type of attack. Mild, not criminalized, but still an attack — every time someone types in your brand name, they get to see another company’s name as the first search result.
In essence, dishonest companies simply parasitize on everything you have worked for: reputation, product quality, the established loyal customer base, and so forth. In the long run, this can result in significant financial loss, as well in dwindling clientele numbers.
Is it even legal:
The short answer: yes, it is. Currently, there is no legal way to stop a rival company from bidding on your brand’s name and even some legal firms seem to suffer from this trick.
There are some rules regulating this practice though:
1) No misleading. It is a rule set by Google, which implies that a company can bid on someone else’ keywords, but is not allowed to pretend to be them. So, if you notice that a rival company aspires to be an impostor of your own — this is a reason for a whole lawsuit.
2) No trademark usage. While it’s okay with Google to bid on your trademarked words — like a unique product name — it is not allowed to use them in the actual advertisement. If that occurs, you have a right to report the ad immediately and legal action can also be taken against the perpetrator.
To track such activities down, you will need access to a specialised competitor monitoring tool, so you can respond in time.
Why Bidding on Your Own Brand Name Is a Smart Move
When it comes to digital marketing, bidding on your own brand name in PPC might seem like “another cost to be cut”. After all, shouldn’t you own the top organic result in the first place? But in reality, it’s one of the simplest and most effective ways to protect your brand from “keyword piracy”.
Here’s why:
1. You get the visibility, not them
Even if you rank #1 organically, competitors or unauthorized sellers can bid on your brand keywords, stealing traffic and subverting your sales. By running your own branded ads, you ensure that searchers see your name first—not a rival’s. Or as Forbes notes in its Brand Protection Blueprint: "brand protection starts with visibility.”
2. Boost credibility and trust
A paid ad reinforces legitimacy. Users often may perceive brands dominating both paid and organic results as more attractive. It’s like planting two flags instead of one — it helps reassure the customer.
3. Own misspellings and variations
People often mistype brand names ("Nkie" instead of "Nike"). Bidding on common errors ensures you capture that traffic, leaving no room for competitors to dexterously swoop in.
4. Higher ROI than you’d think
Branded keywords typically have lower costs-per-click (CPC) and higher conversion rates because searchers are already intent on finding your business. Skipping them truly means missing a low-hanging, but very sweet fruit!
Beyond Paid Ads: Protecting Your Brand
And if your company is yet in its developing stage, you can use more brand protection tips. Consider this:
- Trademark your name/logo.
- Monitor for counterfeit sellers with specialized tools.
- Secure social media presence everywhere: from TG to Instagram.
- Use Google’s Complaint tool when you detect unethical practices.
Extra tip: Pair branded PPC with organic SEO and social proof (like real reviews from your satisfied customers) to secure your online dominance.
Final Thoughts
Bidding on your brand name isn’t about paying for traffic you “deserve” for free—it’s about securing what you have earned. Because in the digital realm it’s better to lock the door than hope that no one will walk in.
Content Produced by: Indian Clicks, LLC