Case study: SiteGround

SiteGround is a web hosting company that offers a range of hosting services, including shared hosting, cloud hosting, and dedicated hosting. The company was founded in 2004 in Sofia, Bulgaria, and currently hosts over 2.8 Million domain names and partners with the most popular open-source software powering the web today, such as WordPress, Drupal, and more

The average monthly search volume for siteground in the USA is 49,500 according to Google’s keyword planner. The estimated CPC for the top-of-the-page bids for the keyword siteground ranges from €1.21 to €7.18.

That means SiteGround would need to pay monthly between €59,895 to €355,410 to show its ads on the top of Google’s search results, just for its brand name.

Usually, the CPC of branded terms tends to be lower. In this case, we see an extensive range between the estimated CPC which might be a strong indicator that more advertisers are bidding on it.

Let’s see what Gads.AI has found for SiteGround and what the company can do with the data.

 

 

Gads.AI brand monitoring report for SiteGround.

Keywords Average Search Volume

Keywords Estimated Advertising Cost

Desktop device findings.

Desktop Tracking

Monitoring period: 15/12/2022 – 18/12/2022

Total competitors: 9

Highest keyword activity: siteground

Most visible competitors: dreamhost.com

Klook average ranking position: 1

Desktop Screenshot

Mobile device findings.

Mobile Tracking

Monitoring period: 15/12/2022 – 18/12/2022

Total competitors: 15

Highest keyword activity: siteground

Most visible competitors: dreamhost.com

Klook average ranking position: 1.12

Mobile Screenshot

Unauthorized trademark / brand bidding damages your brand. Here is how it affects you:

Increases your CPC

The more advertisers are bidding on the same branded keywords of yours, the higher the cost per click (CPC) gets. Cases have shown over 75% increase.

Lowers your Ad-rank

You get to compete with many  advertisers who bid on your branded keywords, pushing further down your ads from the top position.

Decreases your CTR

The lower your ads appear on the top position, the lower your CTR will eventually going to be. But still, you will be paying more than you did before.

Loses revenue and traffic

Other advertisers will get your own branded traffic. As a result, you will progressively get less traffic and generate less revenue than before.

Branding / Trademark Infringements

Conclusion. Turn insights into actions:

Reduce advertising cost

The estimated advertising cost based on Google’s Keyword Planner data, for those 2 keywords is between €60,101 to €356,189.

You can reduce your CPC and advertising cost by reducing the number of advertisers who compete with you. To do so, consider the following options:

Search engines and partners

Submit a Trademark Infringement to Google against partners, affiliates or competitors who are using your brand name in their ads.

Terminate affiliations

You can kick-out of your affiliate program any affiliate who have been caught to continuously violate your terms and agreements.

Gentlemen Agreement

Setup a custom non-compete/bidding agreement between the different parties and monitor its enforcement over time.

Legal – CnD

The final resort, and most impactful measurement. Let your legal department take over the negotiations and/or legal actions.

See by yourself how cutting-edge brand monitoring technologies can help you fight brand abuse from affiliates and competitors. Ready to start?

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