Anybody can advertise their business when someone searches Google for your business. A competitor or even an angry customer can show an advert when someone searches for your business by name.
Take a look at the screenshot below of a search for the Villa Rosa guest house in Cape Town. I’ve searched for it by name in the same way a returning guest or referral might.
booking.com, capsol.co.za and expedia.co.uk have asked Google to show their ads when someone searches for the Villa Rosa. The link to the Villa Rosa website is buried below their ads. It’s invisible without scrolling on a smaller screen or mobile phone.
Anyone clicking one of the ads would land on a site listing the Villa Rosa alongside their competition. Even if the Villa Rosa won the booking they’d have to pay a commission to the site where the booking was made.
Compare that with how the makers of Camtasia video editing software defend their territory. Here’s a screenshot I took a while ago.
Adobe and Movavi are trying to syphon off some of the people looking for Camtasia by advertising on searches for Camtasia. Camtasia defends by putting their ad right at the top of the page even though the direct link to their website isn’t too far down.
Most people click the first link they see when they search Google. If you don’t defend that first spot you risk losing important website visitors - the ones who are looking for you by name.
Even if your website is first in line today it'll be buried the minute your competition, a review site, or an angry customer asks Google to show an advert.
It is true that Google AdWords is complicated, like a Boeing cockpit. I never advocate DIY for advertising what you sell. But advertising who you are is much simpler. You don’t have to master every single setting and option in AdWords to defend your territory.
Most people will be able to build a defensive AdWords campaign in less than an hour if they have a little help.
The Defensive AdWords Guide will show you exactly how to defend that top spot. It contains exact step-by-step, click-by-click instructions. It's easy to follow even if you’ve never advertised on Google before.
There are 98 copies available for sale today. (The software for the Q&A session only allows for 100 attendees.)Sales will close when we’ve sold 98 copies or at midday on 16 October 2017.
Sales closed for now. Please email firstname.lastname@example.org if you'd like a yell when they open again.
If you are not 100% satisfied please contact us within 30 days of your purchase for a full refund.
Disclaimer: We have no relationship with any of the businesses listed in the screenshots.
All screenshots © 2015 Google Inc, used with permission. Google, AdWords and the Google logo are registered trademarks of Google Inc.