Figuring out that your competitor uses your own brand keywords on Google Ads can be unpleasant. After all, it's your brand, so only you have all the rights to use it, right? Well, according to Google - no. Since 2019 June, they have stopped preventing competitor brand bids.
This decision has opened up many possibilities and a lot more headaches.
So the main question remains meaningful in 2022 - what should you do if a competitor bids on your brand term?
P.S. We already covered what is brand bidding in here.
If your brand name is trademarked, this is the most obvious and must-do solution.
You can file a complaint against all advertisers who use any of your brand keywords.
If you own the trademark, then this is probably a good step to cut off most forms of Google Adwords trademark abuse, even if your brand is not currently being conquered.
The trademark system helps protect consumers from confusion about the source of products. It’s a relatively simple process, but it can be confusing for some people who are not familiar with trademarks and their legal obligations.
Talking with your competitor is the next best option if you don’t have a trademark.
Your competitors may not know they're bidding on your keywords. If they're using a third-party agency that didn't disclose it was using this tactic.
A simple request could go a lot further if they did it by accident.
If you're suspicious that they did it intentionally, you need to file a cease and desist order against them. However, remember that your competitor might still ignore it.
If it fails, you should probably start bidding on your terms. It might create frustration, as you will see somebody else displayed in a better position. Worse still, you will have to pay Google for ads to rank higher on their branded search results. However, there are good reasons why it might not be as painful.
Last but not least, you should consider fighting fire with fire. If your competitor does successful campaigns against you, maybe you could do the same to them? You could experiment with this idea if they don't have a trademark for their own brand. Keep in mind that your quality score will be very low when you bid on a competitor's brand. So your CPC will skyrocket.
You might eventually come to a mutual agreement that you and your competitor will simply stop it.
Finally, always remember to protect your own brand name terms. You might not know if your competitors are bidding against you. You can efficiently address it with SerpWall. Start a free trial today. No credit card is required.
PPC brand bidding involves bidding for brand terms of a third-party, usually a competitor so that people who type in those brand terms will be directed to your site instead of the competitor.
If you came here looking for a definite answer: you can't prevent brand bidding. However, there are still some things you could do...