While your company may rank number one for its own brand organically, it’s important to remember your brand’s ranking in paid search. Trademark policies do not prohibit competitors from bidding for the #1 spot on your brand name. Often times competitors will feature an extremely competitive ad or bargain deal with the sole intent to steal customers. It’s important to still bid on your branded terms to ensure visibility in the number one position. The impact on your overall PPC investment will be minimal because CPCs for branded terms will be naturally low.
We suggest breaking out your branded terms into their own campaign to more effectively control spend and impression share. This ensures maximum visibility when users are searching for your brand.