Protected Trademarks in Google Ads on Sendinblue’s Brand SERP
Key Moments in episode 77 of the Daily Brand SERP series:
00:00 Brand SERP for Sendinblue
00:34 Incredibly competitive ads bidding for Sendinblue
01:00 How Sendinblue protects their brand name
01:30 Remarkety’s hyphenated ad trick
01:48 Practical tip: How to keep your customers in the middle of a great Google Ads competition
Sendinblue is an email platform – an industry with unbelievable Google Ads competition on Brand SERPs.
It’s a common strategy in competitive industries to bid on their competitors’ branded search to take advantage of the visibility they can get with customers truly interested in the product they sell.
Using the competitor’s brand name on the campaign title attracts more users to click on the paid link. However, for brands like Sendinblue who protected their brand name through their trademark, competitors are not able to use that effective strategy. But, there’s an ad in this Brand SERP who managed to slip through the rules by using the magic of a dash!
Kalicube’s #DailyBrandSERP September 23rd 2021 presented by the Brand SERP Guy, Jason Barnard.
Hi, I’m Jason Barnard. I’m the Brand SERP Guy and today, we’re looking at the Brand SERP for Sendinblue. I used to work with Mailjet, so I know the brand SERPs from this industry particularly well. Now, if we look over here on the right, we’ve got their knowledge panel. If we will look on the left we’ve got three ads, then we’ve got Sendinblue.
Logically, some people also ask, Twitter. Wikipedia, Wikipedia in French because I’m searching in Paris and Google will often put one French result, even though I’m searching in English if I am searching in Paris. But the point today is all about these ads. This is incredibly competitive. You might’ve noticed that there are three at the top, these ads.
I mentioned that earlier, but you’ll also see at the bottom. There’s another three ads. That’s six ads on one brand SERP. That’s incredibly unusual, lots of competition, a lot of trouble for Sendinblue to maintain control over the top of this brand SERP when all of these other companies are bidding very heavily on their brand name. One thing they have done, I know, is protect their brand name.
They’ve got a copyright on their brand name, a trademark on their brand name and the territory I’m in, which is France. And they have applied that to Google ads. They’ve told Google we have a trademark. So our competitors may not use our brand name in their title or in their description. And that really puts the others at a disadvantage.
It makes it easier for Sendinblue to dominate the ads, although they haven’t managed to do that here. But one thing I did notice that I think is kind of ironic, is that Remarkety have simply put a hyphen in the middle of the name and that’s trick Google ads into allowing them to use Sendinblue’s trademark name in France, where they are protected and where they weren’t supposed to be able to use it.
So, if you are in a competitive industry with all these ads, all of these tricks are going to be coming out and you need to be incredibly on the ball to make sure that you keep dominating Google ads for your brand when your audience search your name and they don’t get attracted to the competition. Thank you very much.
See you soon.