In the ever ongoing battle to control your branded search spend and cost per clicks, there are a few additional areas to dive into. Affiliates doing brand bidding and fraud sites bidding on your branded terms. These can be damaging to your brand in many ways, but both will also drive up your cost per clicks or cause your branded search campaign to not show as much.
When affiliate partners bid on your brand and direct the ads directly to your website, you won’t see these appear in your Auction Insights report for the branded campaign since you are both directing traffic to the same domain. These partners are looking to cash in, and brand is a very easy way for them to sneak in some easy revenue.
When fraud sites (they copy your websites content and domain but change the url to something like .us instead of .com) are bidding on your terms, not only are they impacting your cost per clicks and performance, but they are also damaging your brand and potentially opening customers up to scams and stolen card information. You may see these in your auction insights reports depending on how heavily they are spending.
The good news is that you can check for both of these in other ways as well and the same way works for both!
Step 1: Pause your branded search campaign (if you use PMAX for branded search coverage you will need to pause this too)
Step 2: Wait 5 minutes
Step 3: Do some searches for your brand (in your regular browser and incognito, try chrome and safari) If you come across an ad make sure you screenshot the ad and click on it and copy the url of where it took you. Keep this info for each branded ad you come across.
Step 4: Continue to do a few searches on your phone as well. Follow the same process if you come across branded ads.
When reviewing the ads you did find, you can start to identify the affiliates that are bidding on brand and work on this with your affiliate program to resolve this.
For the scam sites, if you do find these, you can go here to report this to Google. I also recommend sending a note to your Google reps as well.
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Kimberly Wright is a Paid Search Expert and PPC Manager at Big Pecan PPC, known for her strategic thinking and data-driven approach. With years of experience running high-performing pay-per-click campaigns, she helps brands reach the right audience at the right time, consistently delivering measurable results.
Her expertise spans bid management, retargeting, and campaign optimization across a range of industries. At Big Pecan PPC, Kimberly pairs analytical insight with creative execution to ensure every click counts.
Always adapting to the fast-changing digital landscape, she’s focused on driving strong ROI and long-term growth for her clients through smart, innovative strategies.
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