Pay Per Click tips from Guy Levine

In a recent article written by Guy Levine, a web guru and online business expert, he wrote about an interesting topic: “Should I bid on my competitor’s company or product names in pay per click?”

Internet marketers commonly ask this question and it has many answers. Some even include legality issues in the mix. However, Levine emphasizes, that his advises are supposed to be informative and “not the word of the law”.

Pay per click campaigns often begs the question, “Should I bid on my competitor’s company name and/or use their company name in the copy?” This one has trademark issues involved, that’s you have to thread the lines carefully.

“As long as the company name is not a trade mark, you can bid on it in your pay per click keywords,” writes Levine. “A useful tip I picked up from another person’s blog was that if the company/competitor you are bidding on is often in the news, it might be worth using their keyword in a ‘content’ campaign so that when they are mentioned in press/blogs, your advert will show.”

If you plan on using the company name in an advert, its is generally alright unless the advert is misleading. Levine writes, “If companies have let Google know about their trademark, your adverts may not actually be allowed, in which case you will have to file a request with Google to be able to use it.”

Levine says that an important factor you should watch out for is matching the keyword to the advert to the webpage. “No one wants to blast their competitors name on their website to increase quality scores,” said Levine. “You can do things like comparison charts or third party testimonials stating product differences which is a way of increasing the relevance.”

Source: RealBusiness.co.uk