Displacing competitors with your own ads

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Contextual advertising services consider complaints for several weeks, during which time your potential customers will go to competitors;

Even if the competitor's actions are deemed illegal and he can no longer place contextual ads with your brand name, he will still be able to use someone else's product name as part of the keywords, since this does not violate the operator's rules;

If the service administration does not see anything illegal in the competitor’s actions, they will have to go to court to protect their interests, which means at least several months of proceedings.

It is important to understand that the court will only accept a claim in which the fact of violations is documented. For example, mentioning a brand in the body of an advertisement, in a link, and as a URL parameter required to collect statistical data is sufficient evidence of using someone else's brand for their own commercial interests. See how unscrupulous advertisers try to attract customers with the help of a crude fake of "Aliexpress":Aliexpress

If they wanted, representatives of the Alibaba investor leads Group holding could easily initiate a lawsuit based on this screenshot. But if the brand name is used within the semantics, no official sanctions can be taken against such an advertiser. Considering that with every hour of rotation of such ads you lose profit, the simplest and most effective option for protection against competitors is to independently buy out the brand context.


To “push” your competitors’ ads and get to the top for branded queries, think through your campaign carefully and set a higher price per click.

What is the advantage of such queries over targeted ones? There are several:

"Pull" of buyers. True, here it is impossible to do without providing consumers with such favorable conditions that competitors do not have (lower price, free delivery, flexible system of discounts, bonuses for large purchases, etc.).

Traffic growth. If all search phrases are selected and used in promotion, the advertising campaign of competitors will help to attract the attention of consumers to your site.

Increase brand awareness. When choosing a product, customers almost always focus on the popularity of the brand. By launching promotion for competitors' brand queries, you can interest potential buyers in your product.

Advertising on branded queries also has its disadvantages:

Average cost per click increases due to lower headline relevance;

The bounce rate is higher than with a targeted search campaign, mainly due to conservative customers who remain loyal to their favorite brand;

The advertiser is forced to comply with current legislation, that is, he cannot compare his products with goods of another brand in advertisements.