Can an affiliate's Google Ads campaign conflict with our company's in house paid search activity?

[agklein]

My company just had an affiliate ask about sending traffic to our offer from Google Ads. We already manage a full account on Google Ads, so I know that this affiliate would be bidding on some of the same keywords from their own account, with traffic going to the same domain.

How would this work within Google? I'm concerned about there being a conflict between the accounts, possibly to the detriment of our in house account.

 

[T J Tutor]

So this is commonly addressed by making certain that affiliates know they are not permitted to use branded keywords and that their competing ads must be reviewed by the company and approved before the affiliates campaign can be launched. Be specific with the affiliates about which traffic sources these policies are relevant.

 

[agklein]

So this is commonly addressed by making certain that affiliates know they are not permitted to use branded keywords and that their competing ads must be reviewed by the company and approved before the affiliates campaign can be launched. Be specific with the affiliates about which traffic sources these policies are relevant.

Thanks very much! So in my case, the in house Google Ads account already comprehensively covers the most relevant keywords, but never with broad match. (We only use broad match modifier, phrase, and exact.) Currently, an affiliate would like to bid on some of the same keywords, but with broad match. This would mean that, while they will reach some searches that we currently do not, they would also be bidding on some of the same searches. Any thoughts on that?

 

[T J Tutor]

they would also be bidding on some of the same searches.

This cannot be avoided unless you prevent affiliates from using the same traffic sources as you use.

There are some affiliates out there that are far better at promoting offers than the companies they promote for.

Affiliates need to have a sense of freedom, but also must be well informed about the restrictions a company has within their affiliate programs. As long as you monitor your affiliates, their campaigns, and their conversions, you should be okay. Overlapping campaigns are inevitable. They cannot be avoided. All affiliates are overlapping one another with all offers whether for a companies affiliate program or offers provided through networks.

Branded keywords are typically the one thing affiliates are accustomed to having as a restriction. The exception is typically with very high end affiliate programs. They will, for the right affiliates, lift that restriction.

 

[Graybeard]

1. Generally; you only exclude (to protect[see: defending trademark]) your trademark or your trade names (brand name)
2. You may have the rights in 'LemonBlock [a trade name or registered trademark]' but you haven't the exclusive rights to 'fruit blocks' or 'lemons'.
3. You can make any specific conditions you want, when they are lawful, but when they are foolish --people just walk away ...

The net consequence is one more party bidding on that keyword and driving up the price.
If the keyword is considered generic then it probably makes no difference.

Did you ever consider that affiliates using your trademark can help you to build your new brand? Don't be a fool --think this through. When you are not a well established brand you need allies. You can always give notice of modification and withdraw some usage rights by contract modification --at a future date.

 

[T J Tutor]

Did you ever consider that affiliates using your trademark can help you to build your new brand? Don't be a fool --think this through. When you are not a well established brand you need allies. You can always give notice of modification and withdraw some usage rights by contract modification --at a future date.

Well said, this is a starter for sure!