Adverteren op de naam van je concurrent, wel of niet doen?

Zoek je op een merknaam in zoekmachines, dan zie je vaak ook advertenties van concurrenten tevoorschijn komen. Is het nou wel of niet slim om te adverteren op de bedrijfsnaam van je concurrenten? Met deze vraag worstelen veel adverteerders en daarom besloten wij hier een artikel over te schrijven.

Wat zegt de regelgeving?

In de richtlijnen van Google staat aangegeven dat iedereen mag adverteren op beschermde merknamen, maar deze dit niet mag gebruiken in de titel en advertentietekst, tenzij de eigenaar hier toestemming voor geeft. Wel mag je de merknaam plaatsen in de URL die weergeven wordt in de advertentie. Er zijn nog meer beperkingen met betrekking tot handelsmerken. Deze lees je hier.

Bekende merken willen niet dat je van hun naamsbekendheid gebruikmaakt. De kans is aanwezig dat ze een rechtszaak tegen je starten. Echter is adverteren op een naam van de concurrent legaal, zolang er maar geen onduidelijkheid ontstaat over de herkomst van de advertentie.

Wanneer adverteren op de merknaam van concurrent?

Adverteren op de merknaam van de concurrent is niet voor iedereen geschikt. Wanneer is is het wel een goed idee?

  • Start-up: als nieuwkomer wil je naamsbekendheid generen. Door te adverteren op de merknaam van de concurrent profiteer je van haar naamsbekendheid.
  • Nieuwe klanten winnen: biedt je dezelfde producten aan maar onderscheid je je met bijvoorbeeld een goedkopere prijs? Dan kan adverteren op de merknaam van de concurrent nieuwe klanten opleveren. Dit werkt vaak alleen bij producten of diensten waarbij de merktrouwheid lager ligt.
  • Abonnementen: adverteren op de bedrijfsnaam van de concurrent is doorgaans duurder in vergelijking met andere zoekwoorden (zie hieronder). Sluiten bezoekers een abonnement bij je af dan gaat het vaak om veel geld. Met de verkoop van abonnementen verdien je de advertentiekosten sneller terug. Ze zorgen namelijk voor een inkomen in plaats van een eenmalige transactie.

Google op laptop

Wees je ook bewust van de nadelen:

  • De klikfrequentie ligt doorgaans lager. Aangezien het grootste gedeelte van de gebruikers uiteindelijk toch op de website van de concurrent klikt.
  • Hogere bouncepercentage: zijn de bezoekers merktrouw aan je concurrent dan is de kans groot dat ze je website direct verlaten. Ook gaan mensen per ongeluk op je advertentie klikken. Je betaalt geld zonder dat het iets oplevert.
  • Lagere kwaliteitsscore. Doordat de advertentie minder relevant is aan de bedrijfsnaam van je concurrent zal de kwaliteitsscore dalen. Hierdoor laat AdWords je een hogere prijs per klik betalen.

Adverteren op eigen merknaam

Veel adverteerders kiezen ervoor om op hun eigen merknaam te adverteren. Dit wordt gezien als een verdedigingstactiek. Het voordeel hiervan is dat je controle hebt over de indeling van de weergave in de zoekresultaten, bezoekers niet op de website van concurrenten belandt en de algemene kwaliteitsscore van je advertenties omhoog schiet. Mensen die op jouw bedrijfsnaam zoeken zijn zeer relevant anders zouden ze deze zoekopdracht niet plaatsen. Het nadeel van adverteren op je eigen bedrijfsnaam is dat het veel geld kan kosten.

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