-
Google Ads: Bidding Against Company with the Same Name
Hey all,
I'm working on optimizing our Google PPC and one of the problems I always face is bidding against a company that shares our name. They're in a different industry, but I'm constantly fighting them in search. They're B2C while we're B2B–I'd expect their search volume to be greater than ours and therefore outrank us. However, we both bid on the main brand term.
All of this to say, I'm thinking I should focus on ROAS instead of impression share otherwise I think I'd bankrupt our company trying to compete against them.
What are your thoughts? Have you ever dealt with something similar?
-
1 Reply
-
sounds like they are the bigger share of the brand name. Do not try to compete for impression share
-
I negatived out our company name and costs dropped. People also search for support and click the ad.
-
Probably won’t work, but you might wanna try using the brand restriction and brand exclusion features under campaign settings.
No idea how Google could tell which brand people are referring to if the brand name is the same, but worth a shot.
-
You could also apply a hard audience segment inclusion to your own brand campaign to try to cut back on erroneous brand searches.
-
Both of you are double bidding driving up the price. I would negatively target them via industry. Do you even want the traffic if its empty clicks un-related to you industry? This way you target people who are your brand + relevant KWs associated with your industry.
Put your SEO on steroids asap with content…again in the industry.
-
You could try emailing the marketing manager of the other company. Tell them what you are seeing. Suggest someway for you both to bid more carefully with keyword selection, targeting or negatives.
Sounds strange but I have done this and they were receptive as they were wondering why they were getting so much brand traffic. We were the big brand and they were the small brand.
-
Try Brand RLSA with excluded existing customer data for relevant and higher impression share.
-
The good news if you’re mainly competing for the top two ad positions unless other companies are also bidding on your mutual brand.
Yes, you’re probably better off focusing on results, i.e. conversions rather than presence. I’d try a brand list here and then set it to Max Conversions with a tCPA and budget you’re comfortable with. In time hopefully Google will understand the differences between your respective clients and serve ads more efficiently to the right people.
Log in to reply.