The Impact of Competitive Brandjacking on Paid Search

Protecting your business's online presence is an ongoing process from various threats. One such threat is competitive brandjacking. This is where a rival brand diverts traffic away from another brand without impersonating it directly. This practice can significantly impact paid search campaigns and organic search results. 

What is Brandjacking? 

Brandjacking involves a brand bidding on another brand's branded keywords in paid search campaigns to attract potential customers for themselves. Unlike other forms of brandjacking, this method does not impersonate or misuse the brand's identity. Instead leverages the popularity of search volume of the competitor's brand to gain visibility and traffic. 

The Impact on Paid Search 

Increased Costs: 

When competitors bid on your brand's keywords, it can drive up your CPCs for your own branded traffic. This means you may need to spend more to maintain your ad's visibility on your brand. 

Reduction in CTR: 

Ads from competitors appearing alongside your own can lead to lower CTRs for your campaigns. Potential customers might click on the competitor's ad instead of yours and convert thereafter. 

Lost Revenue/Leads: 

Diverted traffic can result in lost sales or leads. Customers who click on the competitor's ad may end up converting from them instead of your brand. 

Brand Confusion: 

While competitors are not impersonating your brand, their ads can still create confusion among consumers. This can dilute your brand's identity and impact customer loyalty. 

Mitigating Brandjacking 

To protect your brand from competitive brandjacking, consider the following strategies: 

Monitor Keyword Performance: 

Review your own paid search campaign to identify any changes in keyword performance. This can help you spot competitors bidding on your brand's keywords and allow you to make changes sooner.  

Conduct Brandjacking yourself: 

Bidding on your competitors' keywords as a counterstrategy can help you capture some of their traffic and level the playing field. Ensure that the traffic you are looking to gain is cost-effective and not just in retaliation. 

Optimised Ad Copy: 

Ensure your ad copy is compelling and clearly differentiates your brand from competitors. Highlight unique selling points and benefits to attract clicks. Using Trademarks where possible to help your brand stand out further. 

Leverage Brand Loyalty: 

A focus on building strong brand loyalty through excellent customer service and engaging content. Loyal customers are less likely to be swayed by competitor ads and offerings. 

Brandjacking is a legal yet challenging aspect of paid search. By understanding the impact and employing effective strategies to counter and use brandjacking themselves, businesses can protect their brand and maintain a strong online presence. Stay vigilant and proactive to ensure your brand continues to develop within paid search. 

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