Today we are going to discuss how to identify and handle unfair branding of your company by competitors when it comes to Pay Per Click (PPC). If you search for your brand or product name, you might be surprised by finding PPC advertisers bidding on your keyword.

Is that legal? Unfortunately, yes. Google allows advertisers to purchase trademarks as keywords in their PPC campaigns, saving them money because company/product names cost much less then the general terms and are much more targeted. Anyone can use the competitors’ keywords, even those trademarked, BUT: they cannot use that keyword or those keywords in their ads!

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