Reasons to Pay Attention to PPC Brand Montoring. To maximise your return on investment (ROI) from Pay-Per-Click (PPC) ads, you must safeguard your brand.
The figure of a PPC specialist is essential to keep your brand under control in search campaigns
Ad spend may be optimised, competition infringement can be avoided, and your brand’s identity can be protected with effective PPC brand monitoring.
We’ll go over the finest methods for keeping an eye on your brand throughout PPC campaigns in this piece, along with a list of necessary tools and bid strategies.
What is PPC Brand Monitoring?
PPC brand monitoring is the process of monitoring and managing how your brand appears in sponsored search results. It is a critical strategy for companies seeking to protect their brand identification in paid search campaigns.
PPC brand monitoring provides a calculated approach to protecting your online visibility, whether it’s monitoring the correct use of your brand name or preventing competitors from bidding on your branded keywords.
Effective brand monitoring strategies can also:
- Increase brand awareness
- Drive traffic
- Increase conversions in paid search
Key Elements of PPC Brand Monitoring
Monitoring Competitors
It’s critical to keep an eye on who is bidding on your branded phrases and the ad wording they are utilising. In order to divert visitors from your website, competitors could bid on the name of your brand.
Adthena and AdsBot, two PPC brand monitoring tools, give you useful information about how your rivals are utilising your brand keywords, enabling you to safeguard your brand and improve your bidding strategies.
However, there are also alternative ways that are totally free that you can use to find out which competitors are bidding on your brand and what investment they are making.
I will explain them later in the blog post. So stay until the end, it will be worth it!
Stopping Unauthorised usage of Your Brand in Paid Search Ads
One of the main purposes of PPC brand monitoring is to stop unauthorised usage of your brand in paid search ads.
In Danielog we are experts at assisting companies in keeping an eye out for and handling trademark infringement in their PPC advertising.
Keep in mind that the use of the brand name by competitors may be censored by Google Ads, because they would be acting on your behalf selling other services.
Still, there are possibilities such as creating landing pages to comparison pages, comparing their services with yours. And needless to say, the comparison will always be in their favour, of course.
Sustaining Ad Relevance and Quality
Another crucial component of brand monitoring is keeping an eye on the way your ads are presented and their applicability in the context of the competition.
It’s important to monitor important metrics like as click-through rates (CTR), quality scores, and conversion rates to make sure your paid ads are performing well and supporting your business goals.
Also, keep in mind that people who search for you by your brand name mean that they already know you.
So, the landing page should not be about attracting new users, but about storytelling, trying to convert people who already know you into long-term customers.
Why Is PPC Brand Monitoring Important?
Beyond only safeguarding your brand, PPC brand monitoring can improve the effectiveness of your sponsored search ads. It’s important to monitor your brand in PPC for a number of reasons:
Competitor Bidding
If competitors are placing bids on your branded keywords, they have the opportunity to snoop on prospective clients who are looking for your business.
You may stop this loss of important traffic by monitoring how your competitors are using your brand.
Ad Dominance and Control
Owning the top ad spot for your brand’s keyword ensures that your messaging and offers are what the customer sees first.
Without proper monitoring, competitors might outbid you, showing their ads instead of yours.
Cost Control
Keeping an eye out for brand-related phrases in your PPC ads can also help you keep costs under control.
While some businesses may overpay to be in the top spot for branded keywords, regular monitoring will help you stay under budget without sacrificing your visibility.
Ad Policy Compliance
Keeping an eye on your PPC campaigns guarantees that your ads adhere to Google’s or Bing’s advertising guidelines.
Ad content regulations, for instance, are very rigorous in some businesses (including banking or healthcare), and breaking them might result in banned or, worse, suspended accounts.
Frequent monitoring helps avoid expensive fines by ensuring that your brand stays in compliance with these rules.
Example PAID Tools for PPC Brand Monitoring
A number of solutions are available with a focus on PPC brand monitoring. Some of the most successful platforms are listed below:
BrandVerity
A well-known tool for monitoring trademark infringements and making sure unapproved competitors or affiliates aren’t abusing your brand name in advertisements.
You may keep an eye on bidding activity, keywords, and ad text using BrandVerity, and receive notifications when anything needs to be looked out.
Rightlander
Putting compliance and stopping illegal usage of your brand name first, Rightlander is another potent force in brand monitoring.
Rightlander provides keyword monitoring and tracking to make sure your brand is safeguarded throughout various search engines.
Adthena
With a focus on competitive intelligence, Adthena helps companies keep an eye on their rivals’ bidding tactics.
It gives useful information about how rivals are bidding on branded phrases and assists businesses in modifying their bid strategies to preserve visibility and cut costs.
Optmyzr
This PPC optimisation tool mostly focuses on branded keywords, but it also has monitoring features.
It is a useful tool for companies who oversee large-scale PPC campaigns since it automatically modifies bids, guaranteeing that you keep a high ad position without human involvement.
FREE Tools for PPC Brand Monitoring
More than free tools, these are the tools that Google Ads offers you to analyse your competitors.
Unlike the previous ones, it is not automated, you must be the one to analyse and implement the strategies based on the data you see.
But that’s what I’m here for, to help you and explain how you can do it.
Analyse your Branded Search Terms
You may analyse the search terms that led to your branded ads using Google Ads.
You may use this information to determine how users are discovering your brand and whether competitors are placing bids on phrases that are similar to or exact matches.
How to Access
Click the Search Terms tab in the Insights and Reports area of your Google Ads dashboard.
What to Look for
Pay particular attention to branded keywords and identify the ones that generate the highest traffic and conversions.
Are there any unfamiliar phrases that appear that competitors could be using? This information, which shows any action by competitors, can assist you in safeguarding your trademarked phrases.
Take action
Include pointless phrases as negative keywords to prevent spending money on pointless searches.
Additionally, you can come across chances to add more branded keywords to your list.
Review your Bid Strategy
When competitors start bidding on your branded terms, they may increase your CPC. Monitoring and adjusting your bidding strategy is critical to keep ad dominance without overspending.
How to Access:
Check your Bidding Strategy Report under the Campaigns tab in Google Ads.
What to Look For:
Review your CPC trends for branded keywords.
If you notice a sharp increase in CPC, it could indicate increased competition on those terms.
Additionally, look at your Impression Share to see if your ads are appearing as often as possible.
Take action:
Consider adjusting your Target CPA (cost-per-acquisition) or Maximise Conversions bidding strategy to protect your brand while maintaining cost efficiency.
If your branded search terms are very competitive – they are being attacked by everyone – you may need to increase your bids temporarily to maintain the top position for branded searches.
Check Auction Insights tab
The Auction Insights tool in Google Ads is one of the most powerful free resources for understanding how your ads compare with competitors’ ads in the same auctions.
This tool provides detailed data on who is competing for your branded keywords, how often their ads appear, and how their visibility compares to yours.
How to Access
In the Google Ads interface, navigate to Insights and Reports, and select the Auction Insights tab.
What to Look For
Auction Insights will show you key metrics like Impression Share, Overlap Rate, Position Above Rate, and Top of Page Rate for your competitors.
- Impression Share shows how often your ads are appearing compared to your competitors.
- Position Above Rate indicates how often a competitor’s ad appears in a higher position than yours.
- Top of Page Rate shows how frequently your ads are at the top of the search results.
Take action
Use this data to make strategic decisions, such as increasing your bids on high-value branded terms to outperform competitors.
If your Top of Page Rate is lower than competitors’, you may need to adjust your bids or ad quality to secure better positions.
PPC Brand Monitoring and Protection Trends
Being proactive is necessary to stay ahead in the cutthroat world of PPC bidding and brand protection as digital advertising changes.
You can safeguard your brand and maximise your paid search efforts by using the appropriate brand monitoring tools for PPC and modifying your strategy in response to competitor’s activity.
