If you’re using paid search to promote you HVAC business online, then you know how expensive it can be to generate leads for future client business. Buying brand keywords can really help reduce over all cost. Branded terms are basically low hanging fruit in a PPC campaign for both Google search and display advertising. CPC is typically discounted due to brand dominance and high-quality scores. You’re likely to pay 0.50 to $5 per click.
Imagine this – you’re doing awesome with your branded keywords, and your traffic and lead generation are doing awesome until you come across some news you don’t like. You discover that a competitor bought up your branded keywords and had them point to their own business? It would make sense that you’d be upset for sure. Unfortunately though, the practice of buying other businesses’ branded keywords isn’t banned by Google or Bing.
So what should you do if you find out a direct competitor did this to you?
Jon Clark has some measures you can take when something like this happens to you. In a Search Engine Journal column, he has four tactics that you can use to turn this situation into something beneficial for your business, hopefully turning the tables on the offending competitor.