Protect Your Brand / Web Name & Smart Bidding on Someone Else's

Ever Googled your own brand or webshop name, only to see a competitor’s ad sitting right at the top of the search results? You’re not alone. This is a common (and legal) practice in online advertising. Google allows advertisers to use competitor names as keywords in the backend — but not in the visible ad copy.

This can feel like a slap in the face, especially when it's the same competitor again and again. Today, we’ll break down how to:

• Protect your own brand name
• Launch a smart counterattack, if needed

The days of gentleman's agreements are over. Google’s Smart Bidding is ruthless and emotionless. It simply optimizes within the rules, aiming to maximize conversions — even if that means bidding on your name.

A. How to Best Protect Your Own Name

1. Where Competitors Typically Appear

There are two key areas:

• Text search ads (above organic results, beneath shopping ads)
• Shopping ads (carousel at the top, for product-based businesses)

2. Defending with Search Ads

Even if you own the domain and brand name, Google won’t automatically rank you first — not unless you pay for it. Here’s how to do it right:

✅ Set Up a Branded Search Campaign

• Use your exact brand or web name as a broad, phrase, and exact match keyword.
• Use your brand in the headline and display URL to boost Quality Score.

💸 Be Prepared to Pay

If your competitor outbids you, they may take the top spot, even if your ad has better relevance. A 10–15% higher bid can be enough unless your Quality Score is much stronger. Check Auction Insights regularly.

📈 What Do You Get in Return?

• Sales and leads you would have lost otherwise
• Clear conversion value and ROAS data
• Control over the customer journey

💡 Bonus Tip: Separate Campaigns for Private Label Products

If you sell your own brand, create separate search campaigns. This gives better control and reporting.

3. Defending Your Brand in Shopping Ads

Shopping ads are trickier due to limited control. Google shows competitors based on similarity and pricing.

🛒 How to Protect Yourself

• Include your brand in product titles
• Use negative keywords to block irrelevant competitor terms
• Monitor Auction Insights

Pro Tip: Use Google’s Automated Discounts to dynamically adjust prices. WooCommerce users can install the official plugin by SweetCode. Link

B. Smart Counter-Attack: Bidding on Your Competitor's Name

This isn’t about revenge. It’s smart business — but only if done correctly.

1. Don’t Use Their Brand Name Alone

Using just their brand name burns budget fast. Instead, target combined searches that imply buyer intent.

❌ Bad: Keyword = "Galaxus"

✅ Good: Keyword = "Galaxus electric scooter"

Then use headlines like:

• "Top Swiss E-Scooter Shop – Same Models, Better Prices"

2. Local Services Example

If a chain gym is bidding on your local brand, fight back with refined keywords like "Migros gym Luzern" and promote your differentiators:

• No contracts
• Personal training
• Flexible hours

Final Thoughts: This Is Not Optional

This isn’t advanced marketing. This is basic brand protection. If you don’t:

• You’ll lose customers
• Competitors get stronger ROI
• Recovery will be expensive

Set up branded search campaigns
Monitor auction insights
Protect your shopping ads
Counter-bid smartly

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