When you should buy a bigger and better ad than your competitors

This is my final piece in the series which has been running over the past few weeks, about running Google AdWords ads against searches for your own company name. This one concerns the situation where you might find others muscling in on what really ought to be your territory. That’s because it’s quite acceptable for other companies to put their adverts right at the top of the page whenever someone types your company name into Google, just as you can do with theirs. The only restrictions are that you can’t include other people’s trademarks in your advert copy, and it looks like Google are also now stopping companies from running their ads when trademarks are the search terms being typed in. But that doesn’t include most industrial and scientific companies’ own names. And why should it? If you rang up a magazine and said: “next time you run an article about one of my competitors, could I put an ad alongside it?”, they’d be delighted to oblige.

And it might not be competitors buying the AdWords space above search results for your company name. It could also be distributors – and there are many reasons why you’d prefer customers not to be distracted by distributors’ sites, preferring to get them to your site instead.

So what’s the solution? You buy a bigger and better ad than they do. Oddly, this needn’t be as expensive as you’d think. That’s because Google prices ads according to a “quality score”, and this in turn is to do with the “relevance” of the ad. So it’s quite possible that your ad could be at the top of the page, paying 50p every time someone clicks through, above an ad from a competitor offering £2 a click. That’s because your ad is about the search term (your company name), and is sending people to a website also clearly about the same search term. Your competitor’s ad will most likely not mention the search term (your company name) either in its ad or on its website, and Google doesn’t like those ads.

Let’s finish by summarising the reasons we’ve discussed for running Google AdWords ads against searches for your own company name.

1. You can tailor the message you want to give people, unlike the plain search results.
2. Appearing at the top of Google’s results pages is good for trust and branding.
3. It could be a competitor’s ad appearing up the top if it’s not yours.
4. You can send people who click on the AdWords ad to whatever page you want.
5. It gets people to your regional site when the results normally show a corporate site.
6. The ad can appear against misspellings of your company name.
7. The ad can appear against other names by which people may know your company.

Don’t forget too that when it comes to branding, you’re only paying when somebody clicks on the ad. The hundreds (or more likely, thousands) of people who’ll see it but who don’t click on it come free. If I can take the liberty of mentioning it one more time, we offer advertising against your own company name to all of the companies for who we manage Google AdWords campaigns. We can get you up and running with this and more traditional product-based AdWords advertising for as little as £600 a month – just email Tony Rand or Rob Hancocks to arrange a chat about what we can do.

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