Brand Protection PPC
Protecting your brand's identity and controlling how it appears online is crucial. This is where Brand Protection PPC steps in to address this need specifically within the realm of Pay-Per-Click (PPC) advertising.
What is PPC brand protection?
PPC brand protection is a specialised service within the domain of paid search advertising, focused on safeguarding your brand identity and controlling its online presentation. This service tackles two key concerns:
1. Competitor hijacking: Imagine your competitors bidding on your brand name as keywords in their PPC campaigns. This potentially directs customers searching for your brand toward your competitors' websites, damaging your brand image and stealing valuable traffic that is potentially far down the conversion funnel. Brand protection PPC tackles this by actively bidding on your branded keywords within ad platforms, ensuring your ads always occupy the top positions for these searches.
2. Loss of control over brand narrative: With competitor ads potentially appearing for your brand searches, you lose control over how your brand is presented online. Brand protection PPC helps you regain control by ensuring your own ads dominate branded searches, allowing you to directly shape the message users see.
When is brand protection necessary?
PPC brand bidding isn't a one-size-fits-all solution, but here are some key situations where it becomes highly valuable:
1. ESTABLISHED BRANDS WITH HIGH BRAND AWARENESS:
Imagine you're a well-known company like Mcdonald’s or Tui. Your brand name is a valuable asset, frequently searched for. Competitors bidding on your brand terms can syphon off qualified traffic and take potential conversions away from your business. Proactive brand protection PPC ensures your ads dominate these searches, securing valuable traffic, conversions and maintaining control over your brand image.
2. BRANDS FACING AGGRESSIVE COMPETITION:
In hyper-competitive industries, competitors might aggressively target your brand terms to steal market share. Brand protection PPC helps you win back control, pushing your ads to the top and ensuring potential customers reach your website first.
Scenarios:
HOTEL:
A boutique hotel in London has built a loyal customer base. An OTA starts bidding on their brand name as a keyword, potentially snatching valuable customers. The hotel then implements brand protection PPC to regain control, ensuring their ads appear first for their brand name.
RESTAURANT:
A long established restaurant faces fierce competition. A rival restaurant starts running ads targeting the brand terms, leading users to their own platform to encourage bookings at their restaurant. The original restaurant uses brand protection PPC to secure top ad positions for their brand terms, directing the qualified traffic to their website and ensuring the bookings are secured.
In both scenarios, brand protection PPC is crucial in safeguarding brand reputation, controlling customer reach, and ultimately driving more business through their own channels.
Additionally, you can consider implementing brand protection PPC if:
You experience high volumes of branded searches.
You've noticed competitors or OTAs bidding on your brand terms.
You're concerned about online brand protection and reputation management.
Why is brand
protection PPC
important?
Your brand isn't just a logo or tagline; it's your identity, your reputation, and ultimately, your livelihood. Protecting that identity is crucial, and that's where brand protection comes in. It's more than just safeguarding your logo and trademarks; it's about defending the entire ecosystem surrounding your brand, ensuring its integrity and reaping the positive outcomes that come with it.
Increased revenue and direct bookings
Controlling online presence: By managing how your brand appears in search results and online platforms, you ensure potential customers land directly on your website, maximising conversion rates and revenue.
Enhanced website traffic and customer acquisition
Targeted marketing opportunities: Understanding how customers interact with your brand online allows you to tailor your marketing campaigns with greater precision, leading to more targeted and effective customer acquisition strategies. If they are searching for a specific service that you offer, you can bid on these keywords and direct them to the most relevant page.
Unwavering brand reputation and customer trust
Authenticity and brand differentiation: Your customers expect to see a certain image when they load up your websites and associated pages. If consumers load up something that doesn’t feel properly aligned with their perception of your brand, they may distrust your website and thus hinder their perception of your brand.
Competitive edge and market share
Deterring brand infringement: A proactive brand protection strategy discourages competitors from hijacking your brand assets or mimicking your marketing efforts, allowing you to focus on genuine innovation and maintain your competitive edge.
Benefits of
brand protection PPC
Brand protection isn't just a necessary expense; it's an investment in your business's future. By safeguarding your brand's integrity, you secure its ability to attract customers, drive revenue, and achieve sustainable growth. In a world of digital complexities, brand protection provides the shield your business needs to thrive and shine.
Proud partner for over 20 years
Paid Search Results To Be Proud Of
14:1
ROAS FOM BRAND PROTECTION CAMPAIGN
£2.01
CPA FROM PAID SEARCH CAMPAIGN
63.43%
CONVERSION RATE FROM PAID SEARCH