The importance of brand protection PPC

What is brand protection PPC?

Brand protection PPC (Pay-Per-Click) refers to a digital advertising strategy used by companies to protect their brand name and trademarks from unauthorised use or infringement.

This strategy involves bidding on branded keywords and phrases in search engines like Google or Bing, and displaying targeted ads to users who search for those keywords. By doing so, the company can ensure that their own website or products appear at the top of the search results, rather than competitors who will want to compete for the top spots on Google results pages.

Brand protection PPC can be an effective way to prevent competitors, OTA’s or unauthorised sellers from poaching customers or damaging the reputation of a brand. As well as help to increase brand visibility and drive more traffic to the website.

When is brand protection PPC needed?

PPC brand protection is typically needed when a company is facing issues related to trademark infringement or counterfeiting, or when competitors are trying to bid on your branded keywords so that you can no longer use them to drive traffic to your site. These issues can arise when other businesses use the brand name, logo, or other intellectual property of your business without permission.

Brand protection PPC can help to prevent the unauthorised use of the company's intellectual property by ensuring that the company's own website or products appear at the top of search engine results pages (SERPs) for relevant keywords. This can help to protect the brand reputation of a company and prevent competitors or counterfeiters from poaching customers.

Brand protection Google ads can also be useful when launching a new product or entering a new market, as it can help to increase brand visibility and drive more traffic directly to the company site. Also with Google Ads, you can check your competitor's ads to stay up to date with the latest trends.

Additionally, brand protection PPC can be a useful strategy for companies that operate in highly competitive industries, ensuring that the company's own website or products are prominently displayed in search engine results.

Why is brand protection PPC important?

PPC brand protection is important because it helps to protect a company's intellectual property, prevent consumer confusion, maintain brand reputation, and increase brand visibility in search engines results.

Get direct bookings

Direct bookings are essential for brand loyalty and an increase in revenue. Ensuring your company has brand protection PPC can result in less consumers turning to OTAs and booking through them. Ultimately, your main aim is to increase direct bookings wherever possible, a well targeted brand protection campaign through Google ads could help you to achieve this.

Avoid traffic going to competitors

If competitors are bidding on your brand, they could also be stealing your traffic and bookings. Utilising Brand protection PPC ensures that your website or products appear at the top of search engine results for branded keywords, which helps to prevent competitors from poaching traffic and customers who may be searching for your company or brand. By bidding on branded keywords, you can ensure that your own ads are displayed instead of those of competitors, which can help to retain traffic and drive more clicks directly to your website, resulting in more direct bookings.

Retain customer data

By retaining customer data, your brand is able to communicate with customers directly through email, SMS or other channels, offering you the ability to tailor marketing, direct email campaigns and dedicate your efforts to better suit your preferences.

When customers book through a third-party platform, the platform usually retains their data and controls the communication channels. This limits the ability of businesses to communicate directly with their customers and hinders their ability to build long-term relationships with them.

By encouraging customers to book directly with your business and providing an opt-in for communication, you can retain customer data and develop more personalised marketing strategies, such as email campaigns, to increase customer loyalty and encourage repeat business.

More website traffic at the bottom of the funnel

By using brand protection PPC, you can increase brand visibility to users who are already familiar with your brand, making it more likely that these users will click through to your website. This can result in increased traffic to the website and a higher likelihood of conversion, as users who are already familiar with the brand are often more likely to make a purchase or take some other desired action.

In addition to increasing visibility and driving traffic, brand protection PPC can also help to reinforce brand recognition and trust. When users see the business's own ads appearing at the top of search results, it reinforces the idea that the business is a trusted and authoritative source within its industry. Whatsmore, 50% of people arriving at a retailers site from paid ads are more likely to buy than those who came from an organic link.

Overall, by using brand protection PPC, businesses can leverage their existing brand recognition to drive more traffic to their website and increase the likelihood of conversion.

Protect your brand reputation

Brand protection PPC ensures that no competitors wrongly use your brand name. If, for example, someone tries to book a hotel stay with an OTA and your brand name is used, and then the consumer has a bad experience, this can reflect badly on your brand without ever having been involved. In turn this can tarnish your brand’s reputation and encourage the consumer to avoid your brand when booking next time.

In addition, brand protection PPC can help to reinforce your brand's authority and trustworthiness in the eyes of consumers (and search engines). By consistently appearing at the top of search results for branded keywords and phrases, your business can reinforce that it is a trusted and reliable source within the industry, strengthening your reputation.

Additionally, brand protection PPC can also be used to monitor and address any negative associations or associations with other brands or products that could potentially harm the brand's reputation. By monitoring the use of its brand name in PPC advertising campaigns, the business can identify and take action against any instances of trademark infringement, false advertising or other negative associations that could harm the brand's reputation.

Cheaper than OTAs

Bidding on branded keywords and strengthening your reputation and position in the top spots of search engine results will ensure that you don’t need to rely on OTAs for your bookings. Online travel agents (OTAs) also take a percentage of commission, which means you’re not only missing out on an opportunity to connect with a customer directly, but you’re also losing out on some of booking cost too.

Whatsmore, bidding on branded keywords through brand protection PPC can also be cheaper than using OTAs.

How much does brand protection PPC cost?

Brand protection PPC is a low cost per click, often around £0.10 per click.

Achieve a strong ROI

The campaigns often have a strong ROI. One client of ours spent £261.47 and directly generated £9,168.80 from this campaign. This ROI is 3,406.64% for every £1 they spent they generated around £35.

We can help

At Cab Hospitality, we have over 30 years of industry experience in hospitality marketing. We understand what it takes to create detailed marketing plans and thorough campaigns to achieve measurable results for our clients.

In a recent brand protection Google Ads campaign, we helped one of our clients who had OTAs and competitors bidding on their branded keywords. Over a 30 day campaign period , we helped our client to achieve an ROI of 80:1.

If you need advice and support from the experts for your brand protection PPC campaigns, turn to Cab Hospitality.