by Stephen Mumford on July 8, 2017 | State of Digital

1 in every 20 Australian Education provider has a competitor bidding on their brand name.


You may be currently running AdWords campaigns or perhaps you rely on organic search traffic, but have you ever thought about bidding on your own brand name as a keyword?

It is surprisingly common for a brand to bid on their competitors brand name. It doesn’t breach Google’s advertising guidelines as long as they don’t mention a competitors brand within the advert itself.

A simple way to combat this tactic is to set up your own branded ads within Adwords. The cost-per-click (CPC) is generally very low and will be cheaper for you as your relevancy score will be higher than any competitor bidding on the same branded term.



You can see in the example above that Open Universities is bidding on Macquarie University’s brand name and potentially syphoning a lot of traffic for a very low cost. Macquarie University should be using a defensive strategy to take the first listing and increase the amount of space they take up on the first page of Google for their branded term.


Gain more insights into the State of Digital – Australian Education by downloading our latest State of Digital Report.




Stephen Mumford

You’ll probably know Stephen’s friendly face if you’re working with Rocket. He collaborates with new and existing clients, developing digital marketing strategies to grow their businesses and increase profitability. UK-born Stephen was educated at the University of Liverpool before moving to Australia in 1999. He has over 15 years of experience in technology, software, CRM and web marketing, and his up-to-the-minute knowledge is invaluable for both client ROI and our client seminars. He loves helping clients harness the opportunities that digital presents them with. Yep, he’s a proud Englishman, but we’ve adopted him as one of our own.
Stephen is a keen karaoke singer when the opportunity arises. He’s also an Instagram aficionado and would be happy to provide a few pointers on Snapchat filters next time you see him…

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