Competitive paid search, particularly when competitors target your brand terms, can be a challenging scenario for businesses. Here’s a closer look at this issue and how to address it:
Understanding Competitive Paid Search
Competitive paid search, often referred to as conquesting, occurs when competitors bid on keywords related to your brand or products. This strategy aims to divert traffic away from your website by appearing prominently in search engine results pages (SERPs) when users search for your brand terms.
Impact on Brand Visibility
When competitors conquest your brand terms, it can dilute your brand visibility in search results, potentially leading to a decrease in click-through rates (CTRs) and overall traffic to your website. This tactic can also create confusion among users, who may click on competitor ads thinking they are visiting your site.
Strategies to Combat Competitor Conquesting
1. Bid Strategically
Adjust your bidding strategy to ensure you maintain a strong presence in search results for your brand terms. Increase your bids to outbid competitors or implement bid adjustments during peak times when competition is highest.
2. Improve Ad Copy and Landing Pages
Optimize your ad copy and landing pages to highlight your unique value propositions and differentiate yourself from competitors. Emphasize what sets your brand apart to attract users’ attention and encourage them to click on your ads.
3. Monitor Competitor Activity
Regularly monitor competitor ads and bidding behavior to stay informed about their conquesting tactics. Identify new competitors entering the space and adjust your strategy accordingly to maintain your competitive edge.
4. Leverage Ad Extensions
Utilize ad extensions such as sitelinks, callouts, and structured snippets to enhance your ad’s visibility and provide additional information to users. These extensions can help reinforce your brand messaging and drive higher CTRs.
5. Protect Your Brand
Consider trademark enforcement measures to protect your brand terms from unauthorized use by competitors in their ad campaigns. Work with legal counsel to understand your rights and take appropriate action against trademark violations.
FAQs about Competitive Paid Search
Q. Can competitors legally bid on my brand terms in paid search?
In most cases, yes. While it may be frustrating, competitors can legally bid on your brand terms unless you have trademark protection in place and can prove trademark infringement.
Q: How can I measure the impact of competitor conquesting on my brand’s performance?
Track metrics such as impression share, CTR, and conversion rate for your brand terms before and after competitors start conquesting. Analyze changes in these metrics to assess the impact on your brand’s performance.
Q: Should I engage in conquesting against my competitors’ brand terms?
Conquesting can be a viable strategy, but it’s essential to weigh the potential benefits against the risks and ethical considerations. Consider factors such as budget constraints, brand reputation, and the potential for negative backlash.
Q: What steps can I take to protect my brand from competitor conquesting?
Monitor competitor activity closely, enforce trademark rights when applicable, and focus on providing exceptional user experiences to build brand loyalty and mitigate the impact of competitor conquesting.
Q: How often should I review and adjust my paid search strategy in response to competitor activity?
Regular monitoring is key. Review your paid search performance and competitor activity at least monthly, if not more frequently, and make adjustments to your strategy as needed to maintain a competitive edge.
