Branding is one of the most important concepts in business. Online, it takes an entirely different flavor as companies scramble to ensure that their names and brands aren’t massacred by unscrupulous competitors. One pay per click advertising controversy is the practice of bidding on competitor brands and redirecting traffic to one’s own website. So far, courts in the U.S. have not ruled this practice out as illegal. Many advertisers consider it immoral or unethical, but many more take just the opposite view. Until the law decides that the practice will not be tolerated, advertisers can use pay per click to destroy or pollute the brand of their competition. But can you save your brand’s reputation with PPC?

Yes, I believe so. It isn’t easy, but it can be done. You have to be willing to spend the money.

One of the most important ways to protect your brand using pay per click is to bid on your brand name. Find out if you have competitors already doing so. If not then you should bid on your brand name now while your click prices are lower. Another thing you should do is in your advertising copy use the copyright symbol in associations with your brand. If you own a trademark, try using the TM symbol, though I don’t think it’s proven that PPC providers will accept it. It’s worth a try, though.

Also, on your landing pages, make sure mentions of your brand name is accompanied by the appropriate TM or copyright symbol. Make sure you go through great pains to protect the ownership of your brand both in your ad copy and on your landing pages. If necessary, consult an attorney that specializes in intellectual property rights and be vigilant in protecting what you own.