Who are the parasitic advertisers on Google Ads and how do you prevent them from damaging your visibility and branding? We explain to you. What is a parasitic advertiser on Google Ads? A parasitic advertiser is an advertiser who bids on a brand name that does not belong to them in their SEA campaigns. They therefore Bermuda Email List occupy the space reserved for ads in the SERPs and can harm the visibility of the brand, or even its image . While this practice is not illegal and unregulated on search engine advertising platforms, it is nonetheless dishonest and you should protect yourself from it to preserve the integrity of your brand.
Who are the parasitic advertisers? In many cases, the presence of an advertiser other than you in the search results for your brand name is not a malicious act , but simply an oversight. Indeed, Google automatically establishes links between your brand and certain generic terms, which has the effect of displaying on your brand queries the advertisers who bid on these terms. To ensure that you do not appear in queries with the name of another brand, this brand must be entered in negative keywords in the Google Ads campaign settings .
Who Are The Parasitic Advertisers?
In other cases, they may be awkward or uninformed partners or resellers with no real intent to harm. So that your partners do not harm you by bidding on your brand name, be sure to explicitly specify this clause in the terms of your collaboration. While parasitic advertisers often do not act on purpose, this is not always the case. Indeed, some advertisers voluntarily bid on your brand name to divert the traffic that is rightfully yours to their own site . When these ads come from your direct competitors, this is an unethical method, but when they come from fraudulent sites seeking to harm Internet users by pretending to be you, it is a real threat to your image of brand .
How to protect yourself from parasitic advertisers on Google Ads? Although the practices of parasitic advertisers are not illegal, there are several ways to prevent them. Bidding on your own brand Google Ads auction This is a frequent question when a brand sets up a SEA strategy: bidding on its own brand, superfluous or essential? While it may seem redundant to pay to be on a top page that you probably already appear, it is not. By occupying the space reserved for sponsored results, you prevent other advertisers from positioning themselves there for you .
How To Protect Yourself From Parasitic Advertisers On Google Ads?
Bidding on your own brand involves little expense : the keyword is normally not very competitive and you are the most relevant to position yourself on it, unlike your competitors who will have to pay a high price to dethrone you . In addition, logically, the more you are present and occupy space in the SERPs, the more clicks you attract and the more traffic you register . In terms of image, it is also the way to assert your presence in your own territory. Contact competitors If you do not wish to defend your place with an auction, you can contact the parasitic advertisers to ask them to remove your brand from their keywords.
With a little luck, you will come across a sympathetic interlocutor who will understand that he has more to lose than to gain in this business. To identify the advertisers on your brand, you will need, if you haven’t already done so, to group your branded campaigns into a single campaign group on Google Ads, then click on Auction analysis to get an overview of the campaigns. advertisers with whom you share your visibility on these search terms. To set up effective SEA campaigns and boost your business without compromising your brand image, contact our Google Ads agency .