Remember to bid on your own business name as a PPC keyword

While searching for streaming March Madness games, rather than entering the URL (where I have watched the NCAA tournament the past two years), I lazily Googled “cbs sportsline”, expecting to click the first result and watch some hoops.

Instead, the first result was a sponsored link for “”, which the NCAA paid to have listed first by bidding on the keyword(s) “CBS” and/or “sportsline” and/or “cbs sportsline”.  By bidding on these keywords, is targeting the potential customers of their competitor (CBS) in perhaps the most targeted method possible.  This is smart, and is not uncommon.  To prevent this, CBS should be outbidding their competitors for these keywords as part of their overall spend.

Here’s a screenshot so you can see what the heck I’m talking about:

You’ll notice I searched for “CBS Sportsline”, and although CBS Sports is the first organic result, the sponsored result of appears first.  This is a good reminder to bid on your own business name, because your competitors may be.


Jubal Ince

Jubal Ince

A recruitment marketing geek based in Portland, Oregon, Jubal Ince is a the Founder and Chief Talent Strategist at HireMob.

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