Case study:
Sixt Germany
SIXT is a leading international provider of high-quality mobility services. Founded in Munich in 1912, Sixt car rental company today is a worldwide mobility service provider, and still expanding steadily.
The average monthly search volume for Sixt in Germany is about 450,000 according to Google’s keyword planner. The estimated CPC for the top-of-the-page bids for the keyword Suxt ranges from €0.66 to €2.56.
That means Sixt would need to pay monthly between €297,000 to €1,152,000 for showing 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 a big 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 Sixt Germany and what the company can do with the data.
Gads.AI brand monitoring report for Sixt Germany.
Keywords Average Search Volume
Keywords Estimated Advertising Cost
Desktop device findings.
Desktop Tracking
Monitoring period: 26/8/2022 – 1/9/2022
Total competitors: 43
Highest keyword activity: sixt leasing & sixt autovermietung
Most visible competitors: europcar.de, billiger-mietwagen
Sixt average ranking position: 1
Desktop Screenshot
Mobile device findings.
Mobile Tracking
Monitoring period: 26/8/2022 – 1/9/2022
Total competitors: 66
Highest keyword activity: sixt autovermietung
Most visible competitors: europcar.de, billiger-mietwagen.de
Sixt average ranking position: 1
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 3 keywords is between €377,035 to €1,389,710.
You can reduce your CPC and advertising cost by reducing the amount 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.