Brand search protection is one of the most overlooked Google Adsfundamentals. If competitors bid on your brand name and you are not, you are paying for those customers to defect.
Why this happens
Google allows bidding on any keyword, including competitor brand names, as long as ad copy does not infringe trademark. Your brand is the cheapest high-intent keyword possible. If you are not bidding on it, competitors will.
Why defensive brand search pays off
- →Branded CPCis $0.20-$2, a fraction of non-brand CPC.
- →Conversion rates on branded search run 15-40%, 5-10x higher than non-brand.
- →You own the ad copy, messaging, and landing page.
- →Protects against competitor ads appearing above your organic listing.
When brand search might not pay off
If no competitors bid on your brand AND your organic SERP is locked down with sitelinks, save the budget. Weekly check, moment a competitor bids, activate.
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