Trending December 2023 # 22 Twitter Optimization Tips To Boost Your Brand # Suggested January 2024 # Top 15 Popular

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Obsessing over how to get the most out of Twitter, even if you aren’t Guy Kawasaki or Taco Bell?

Good news!

There are little yet momentous ways to make your brand a shining star on Twitter without breaking the bank.

What’s the Big Deal With Twitter?

One thing is for sure: if you’re looking to see what’s happening in the world right now, Twitter is the go-to source for real-time and breaking news. The mostly mobile social network celebrated 10 years of the hashtag with, what else, #Hashtag10.

If you were on Twitter in the pioneer days, you might remember the #FF (or #FollowFriday) as a way to meet and introduce new users. Then, of course, came #TBT or #ThrowBackThursday and the rest is hashtag history. But history repeats itself, and the start of the hashtag was also the beginning of one of the most powerful ways to optimize.

Today Twitter boasts more than 320 million monthly users and continues to fly high and low. Thanks to some “presidential” treatments Twitter is getting more attention than ever from the media, journalists, and both the personal and business community.

Need a Reason to Be on Twitter?

So many social networks so little time, so why Twitter? Besides its real-time nature, the number one reason is if your audience is on Twitter, then your brand needs to be active and engaged on Twitter.

Journalists, bloggers, and influencers monitor Twitter for brand, fan, and company story ideas. Happy and furious customers passionately flock to Twitter to voice opinions, concerns, and complaints.

Twitter is also an excellent place to share your brand’s news and content with an ROI that equates to referring traffic to your website or blog.

Bonus reason to be active on Twitter: If you optimize your Twitter profile correctly, your Twitter URL can show up on page 1 of Google search results.

More Than Character Count

While Twitter started out as a mostly text platform confined to the 140 characters or less stigma, today it’s messaging is packaged in more than just character counts. The social network comes adorned with the options of adding visuals, videos, location, images, apps, GIFs, polls, tagging, and live-streaming. All in real-time.

Here are 22 tips on how you can optimize Twitter’s various elements.

1. Algorithm

You are seeing what Twitter thinks you would be most interested in when checking your Twitter feed thanks to the latest algorithm update in March 2023.

This not only includes accounts you choose to follow but also content Twitter matches up based on your account interactions.

The best way to leverage the algorithm is to be aware of timing, location settings, relevant hashtags and use outstanding images, videos, GIFs, and polls. The more interaction and engagement you can drum up, the more Twitter will favor your content.

2. Bio

Your Twitter bio is your one chance to romance Twitter’s search engine and the visits to your profile in 160 characters or less. Use super relevant keywords and hashtags.

Pro Tip

“Your bio should be compelling and inviting. Don’t be cutesy or funny. Your profile should paint your story in 160 characters and encourage me to want to learn more about you,” said Madalyn Sklar, Twitter Marketing Specialist and host of #TwitterSmarter Podcast and chat.

3. Profile Image

For business brands, use a version of your logo that is easily recognizable and representative of your brand. Think about color, image size, and how it will look from a mobile device.

4. Header Image

Compare your header image to a magazine cover. Change it monthly to match your monthly editorial calendar.

Feature promotions or a visual that tells a story about what’s happening that month with your brand. For example,  your team, a trade show, book launch, new product release, a featured story, or even tiring in a holiday or special event.

Be sure to optimize all images by saving the image file name with branded keywords to increase chances of being found in an image search.

5. Website URL

Here is where you can move beyond the typical home page link. Think about some specific pages you want to send your Twitter followers.

Since many journalists and bloggers use Twitter to source stories, link to your company newsroom or blog. Maybe you want them to download a free guide, subscribe to your email list, or go to a landing page for Twitter users with a feed of your most popular tweets.

6. Location

If you’re a local business, fill out the location part of your Twitter profile. This way Twitter’s algorithm can match up your content with other locally based audience prospects.

7. Open up Your Twitter DM

If you want to make your brand more approachable on Twitter and optimize your accessibility, take the privacy off your direct messages. How do you do this?

8. Photos

Each profile has a media timeline showcasing the most recent GIFs, photos, and videos in chronological order. Photos and videos are excellent opportunities to stand out in the news feed and your timeline. Even more, visuals boost media relations optimization serving as bait to journalists and bloggers fishing Twitter for story ideas.

Pro Tip

Attach up to four photos to a Tweet and take the most of the visual real estate available in addition to telling your brand story. Go one step further to maximize exposure and attention by tagging the photos if it makes sense.

9. Video

Twitter is video-friendly and makes it possible to record videos straight from the app, upload your own videos, or go live thanks to Periscope. Keeping up with its real-time reputation, brands are using the live video feature to report on the spot news and share experiences as it happens.

Keep in mind that recorded and uploaded videos are limited to two minutes and 20 seconds so you might need to trim size if you exceed the limit.

Pro Tip

Explore the Twitter developer documentation for your website or blog and add Twitter’s Player Card to optimize your delivery of rich media shared on Twitter.

10. Pinned Tweets

If your Twitter cover image is like a magazine cover, look at the pinned tweet as your featured story. Pinning a Tweet to the top of your profile is an often skipped yet a valuable optimization feature.

Pro Tip

Think strategically when pinning tweets by including a strong visual, a clear call to action, relevant keywords, strategic hashtags, and a link back to your website or blog for more detailed information. Remember for new users landing on your profile the first thing they will see in your Twitter stream is the pinned tweet. Make it sweet!

11. Customer Service Twitter Tools

Since 80 percent of customer service requests a happen on Twitter, there’s a compelling reason why brands are leaning into optimizing customer service with Twitter.

In the past year, brands can choose from customer service tools including direct message deep links, customer survey messaging, profile notifications signifying a brand’s response time, and also whether the profile is the correct username to provide support.

Social media and customer service is such a serious trend Twitter published a free 120-page Customer Service Playbook to educate brands on how and why to integrate Twitter into its customer service strategy.

Pro Tip

If your Twitter account is geared for customer service, be sure to add that your bio and thinking of listing service hours.

12. DM, Bots, and Custom Messaging

Twitter’s Direct Message feature is getting personal with bots with the launch of a Direct Message Card Message Card to go deeper with customers using fun and engaging bots.

13. Hashtags

Studies show Tweets with hashtags get 2x more engagement but when it comes to the number of hashtags in a tweet less is more. One to two hashtags get better results than three or more, so it’s best to focus on the best. Beyond hashtag numbers, there is a code of ethics and honor when using hashtags.

Best selling author David Meerman Scott coined the term newsjacking referring to the art and science of injecting ideas into breaking news.

The skyrocketing use of hashtags takes newsjacking to a whole new level and Scott warns that hijacking a hashtag can backfire on a brand.

Pro Tip

Think twice about injecting your brand into a trending hashtag that involves death, politics, religion, or sex. While you might be trying to optimize your Twitter reach with a trending hashtag, it could have a crash and burn impact resulting in negative news coverage on your brand.

Check out these tools to research the best hashtags to match your news and messaging:



Easy Tip

Participate in #followfriday


If you want to attract a quality following, it’s important to be active, aware, mindful, and generous on Twitter. Be:

Active on a daily basis and especially follow relevant bloggers, journalists, and industry experts.

Aware of your competition’s activity and industry hashtags.

Mindful of your keywords and messaging; listen to your customers and brand conversations.

Generous in sharing other’s content, especially the media.

The more you give on Twitter, the more you will get back.

15. Engagement

Being active on Twitter is more than just listening and spying on your competition. Engagement is key and includes a strategy of sharing, acknowledging, and helping others shine.

It’s important to find your credible sources and optimize the process with a system in place to find excellent content to share and create magnetic quality content that others will want to share. Ask questions and answer questions, the engagement will follow.

Use these features regular to get “engagement” credit on Twitter:








Embedded media


Profile photo

Tweet expansion

16. Emojis

An emoji is worth 1,000 words, practically. Today it’s almost impossible to be on social media without using emojis.

With a 775 percent increase in emoji use for marketing and more, brands are finding the perfect emoji to match message moods. Expression, personality, and emotion come to life with the use of emojis that optimizes our use of characters in ways that words can’t describe.

Pro Tip

Did you need help with your return? 😊 *MG

— chúng tôi (@Zappos) August 28, 2023

Pro Tool

Looking for that perfect emoji way to say it? Use the emoji search engine, Emojipedia.

17. Twitter Chats

If you’re trying to learn, grow, connect, and get brand exposure, there is most likely a Twitter chat waiting for you.

Brands can start their own chat using a branded hashtag such as #BufferChat. It is treated just like a weekly talk show on a dedicated day and time each week. You can find a list of industry Twitter chats here.

18. Blog or Website

Wouldn’t it be nice if Twitter did some of this heavy lifting work for you?

It’s possible as long as you have some of the technical aspects set up properly and make use of Twitter’s developer bells and whistles. Brands doing this find that optimizing your owned online media is one of the easiest ways to have Twitter work for you.

If you answer no to any of these questions, it’s time to ramp up your Twitter priorities:

Do you have Twitter cards set up on your blog?

Are the share buttons programmed to tag your brand’s Twitter handle and author handle?

Is it easy to find the share and follow buttons on your sites

Pro Tip

Weave in embedded tweets to parts of your web and blog content where it makes sense.

19. Passwords

Growing your Twitter account is hard work that pays off. The worst thing that could happen is to have your account hacked due to a lack of security when it comes to passwords.

The most optimized Twitter account is worthless if the account gets compromised. Use apps such as 1Password and change the password regularly to prevent possible hacks.

Pro Tip

Enable two-step authentication

20. Widgets

Add a Twitter widget to your site with a specific #hashtag and use that hashtag when you want those tweets shown on your website or blog.

21. Twitter Lists

Creating a Twitter list or being included in a Twitter list can both optimize your experience by saving time and your exposure by “getting listed.” For example, I created a Twitter list of all the guest speakers to make it easy for students in one of my classes to access and follow them all in one place.

Pro Tip

Create a private Twitter List for competition so you can easily keep an eye out of what’s happening!

22. Instagram

An easy way to add visuals to your Twitter stream is tapping into to you Instagram feed. By using IFTTT’s applet (formally known as recipes) you can automate to tweet you Instagrams as native images on Twitter.

Where Does It Stop When It Comes to Twitter Optimization?

“Do a Twitter profile audit every 3 months. Your profile is a reflection of you and your business. It’s important to have it stand out and grab attention. Check it regularly,” according to Sklar.

Twitter Optimization Signs of Success

Measuring what matters in Twitter is the best way to track if your optimization tactics are working for you. Benchmark your efforts using Twitter Analytics, Google Analytics, and/or third-party platforms such as Buffer, Hootsuite, or SproutSocial.

Given today’s Twitter climate, the forecast is bright for brands with an eye on the little details of dedication, inspiration, and above all optimization for big results.

Image Credits

In-post Photo: Screenshot taken by Lisa Buyer, August 2023.

You're reading 22 Twitter Optimization Tips To Boost Your Brand

3 Tips For Building Your Cbd Brand

No matter what industry or field you’re in, telling a clear, cohesive, and compelling brand story is important. But if you market a CBD brand, there’s even more on the line when it comes to building a great brand with a strong story.

In our recent CBD marketing survey, we confirmed that a strong brand was important to CBD consumers.

Let me walk you through everything you need to know about brand story, from what it is and why it matters to how to speak to consumers about CBD brands.

What Is Brand Story?

Storytelling is one of humanity’s oldest traditions. From the bards of prehistory to the social media influencers of today, we’ve always reacted to stories because they speak to us on an emotional level.

Consumers know when they’re being sold to, but they enjoy making a connection with a person, brand, or product. So, when a brand shares a story that speaks to a deep need, touches a heartstring, or connects with their sense of meaning and purpose, that’s when consumers become loyal followers of that brand.

Good brand stories do just that. They’re integrated into a brand’s broader marketing strategy and are pieces that come together to tell a cohesive, emotionally-driven story about who you are, what you do, and why you do it.

Why Does It Matter?

Brand story matters because it’s how you stand out from the competition. In the world of CBD, so much is still new. Even regular users are recent adopters of CBD products.

In our survey, we found that 63% of CBD users have been using CBD for one year or less. That means that brands have a huge opportunity to define their place in the market now. There are no industry titans to topple, so every CBD brand out there has the chance to create a brand story that puts them on top.

Four out of 10 current users think all CBD brands are similar. If you can separate yourself from the competition and define your edge this early in the game, you set your brand up for long-term success. If you get things right now, you have the opportunity to become an industry leader and standard-bearer.

How Do You Build a Brand Story?

Now you have a greater sense of the tremendous value in creating a unique and compelling story for your brand. Here’s how you do it.

1. Talk to Your Existing Customers

Part of creating that emotional connection with consumers is speaking to their deepest needs. CBD is used to address health concerns like stress, anxiety, sleeping issues, and chronic pain. These problems can have real effects on people’s lives and take an emotional and physical toll.

Learn what it is that made your existing customers turn to you for help with these problems. What made you stand out from other CBD brands? What about your mission, team, product, reviews, or marketing made them trust you above everyone else?

When you can get to the heart of how you enticed your existing customers, you can better shape your messaging for prospects.

2. Speak to Relevant Segments

Not all CBD users are alike. In our survey, we identified four main categories of CBD consumers: frequent users, affluent families, wellness warriors, and holistic pain relief seekers.

Each segment had different motivations for using CBD and different problems they’re looking to solve. When you understand which segments are most likely to engage with your specific products, you can better tailor your brand story to their needs. If your products are a good fit across all segments, understanding their similarities and differences among these groups allows you to get granular in your marketing of individual products, while still maintaining a broad and cohesive overall story that can speak to all relevant consumers.

3. Focus on Trust

The one thing all CBD users had in common was a focus on selecting a trustworthy brand. Consumers are using CBD to address health concerns, so they’re invested in finding a brand that will not only alleviate their existing problem but also be safe and not cause any additional issues.

Seventy-five percent of all CBD users say that they’re willing to pay more for products they trust, and 65% are concerned with quality standards. This means if you can incorporate trust elements into your brand story (via testimonials, endorsements from influencers, and great placement in trusted news sources), you’ll both win over new business and earn the ability to charge a premium for your products.

Brand storytelling is an essential part of any business’s marketing strategy. For those operating in the wide-open CBD space, defining your brand’s place in the world can help you establish yourself as an industry leader and win over relevant consumers with your thoughtful, compelling brand story.

To learn more about our CBD study or to connect with one of our CBD marketing experts, contact us today.

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Jenelle Brooker

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5 Ways To Boost Your Seo With Third

Third-party reviews offer invaluable insight from an unbiased perspective on your business. They also instill trust with potential customers, which may help guide their decision to purchase your product or service.

In fact, nearly half (42%) of internet users in the U.S. cite reviews from other customers as a feature that would most increase their likelihood of buying a product.

When compared to first-party reviews, third-party reviews can also appear more credible to a searcher. After all, a business is unlikely to publish negative reviews on its website.

Whether you’re looking to convert searches into sales or improve your search ranking, focusing on enhancing your reviews’ search engine optimization (SEO) efforts can achieve both. Reviews are a heavily weighted local search ranking factor, accounting for 16% of the Local Pack ranking.

How can your business better showcase the sentiment found in your reviews to searchers looking for your product or service?

And, what are some proven strategies for surfacing this valuable content through SEO?

You’ll learn both in this post as we discuss five surefire tactics to boost your SEO with third-party reviews and stand out among your competitors.

1. Improve Your Review Score

The GMB help guide states that local search results “are based primarily on relevance, distance, and prominence.”

Prominence refers to how well-known a business is, which directly correlates to the number of reviews a business has as well as what customers think about the business.

The help guide also notes:

“Google review count and review score factor into local search ranking. More reviews and positive ratings can improve your business’s local ranking.”

There are several approaches to take to improve your overall review score for your business locations.

First, ask customers who have had a positive experience with your business to leave a review. Not only are they already motivated having had a positive experience with your business, but they’re also likely to leave positive feedback to help you boost your rating.

We also recommend responding to all of your reviews, positive or negative.

When a reviewer sees you’ve taken the consideration and time to respond to their praise or complaint, they’re more likely to have a favorable view of your business. This may lead to the reviewer recommending your business to family or friends.

It also allows you to control the narrative and target your sought-after keywords in your response.

Not only will your overall star rating help improve your SEO but also your sales. According to a recent study, 52% of consumers wouldn’t consider using a business with fewer than four stars and cite star rating as the most important review factor.

2. Factor in Review Velocity

Review velocity refers to how often your business receives new reviews.

According to Moz, review quantity, review velocity, and review diversity account for 15% of Local Pack ranking. A frequent flow of new reviews also provides your business with new content.

Along with its SEO value, consumers prefer to read new reviews to learn more about your business.

Forty percent of consumers say they only look at reviews of local businesses written in the past two weeks. Additionally, 85% say reviews more than three months old are no longer relevant.

Encourage happy customers to leave reviews often and make it a part of your purchasing process to keep a steady stream of up-to-date reviews.

All of these tactics can solicit new reviews and fall within Google’s review guidelines:

Send your customers an email

Print a QR code on every sales receipt.

Send a follow-up text after an appointment.

Simply ask for a review during the transaction process.

3. Focus on the Volume of Your Reviews

Consider this: You’re out of town visiting a new city where you want to find a restaurant nearby for dinner. Would you prefer to go to a restaurant with 10 reviews or one with 100, both with a similar overall star rating?

More than likely, you’d opt to dine at the restaurant with more reviews as that restaurant appears to be more credible. A solid review gathering strategy can help bridge the gap of having too few reviews to encourage new business.

It can also help legitimize your business with search engines as well.

GMB’s help page states that:

“High-quality, positive reviews from your customers will improve your business’s visibility and increase the likelihood that a potential customer will visit your location.”

The best way to get customers to leave a review is to ask them to do so. If your customers have opted into your email or text marketing campaigns, it’s ideal to ask them to leave a review as soon as possible while your business is top of mind.

For service-based businesses that use online booking systems for their services, after the customer has completed their appointment, they should receive an automated message (text, email, etc.) that asks them to leave their honest feedback regarding their experience with a direct link to leave a Google review.

Brick-and-mortar stores may also benefit from having a QR code on receipts that directs customers to leave a Google review.

While all review platforms encourage businesses to ask customers for reviews, it’s important not to violate any policies. For example, Google states businesses can’t “selectively solicit(ing) positive reviews from customers.”

Additionally, Google also forbids:

Reviews left by employees.

Soliciting reviews in bulk.

Paying customers in exchange for reviews.

Discouraging or prohibiting negative reviews.

Posting fake reviews for your business.

You can read more about Google’s official guidelines here. Keep in mind that every platform will have different rules and regulations and it’s important to check what each allows.

4. Respond to Positive and Negative Reviews

Responding to positive and negative reviews not only shows consumers you care about their feedback but has also been confirmed by Google to play a role in SEO.

Google shared,

“Respond to reviews that users leave about your business… Responding to reviews shows that you value your customers and the feedback they leave about your business.”

Responding to every review may seem like a daunting task for a business that has many locations. However, a good workaround for eliminating work is creating corporate-approved templates.

These templates can be based on your brand guidelines and should adhere to your brand voice.

Your business should also have a process for escalating reviews that require a more in-depth response, as well as a point person who can respond to these reviews quickly.

If your business is just starting with your review response efforts, focus on responding to negative reviews first, especially those left within the past few months.

Recent reviews will be more prominent to searchers. Once you’ve worked through all your negative reviews, you can then move onto responding to your positive reviews.

5. Consider the Content of Your Reviews

Google continuously evolves to meet the needs of searchers. Their goal is to deliver accurate, timely results to end-users to create an optimal user experience.

Yet, in order to deliver top-tier results, they rely on business information.

Some of that information may be sourced from your review content, such as a customer mentioning the city your store is in or the street name where your business is located.

These words send powerful signals to Google helping your business improve its relevance.

Additionally, a review with positive language from a local customer signals to Google that your business is trustworthy. This applies not only to reviews left directly on your GMB listing but on other third-party platforms, as well.

Reviews left on third-party review sites increase your exposure, drive traffic to your website, and add legitimacy to your business.

Your business can’t dictate what a consumer writes about their business, however, you can ask consumers to mention the location in which they did business within their review.

These mentions can continue to help your brand achieve the authority that Google looks for in its search algorithm.

Conclusion: Why Implement a Third-Party Reviews SEO Strategy?

Consumers’ expectations are continuing to evolve with business operations in an ever-changing and unpredictable climate.

These expectations are showing up more frequently in reviews. If your business is keeping up with current trends and maintaining a solid reputation management strategy, your path towards SEO success becomes clearer.

Following the above tactics will help you improve your third-party reviews SEO efforts, and in turn, provide an exceptional experience for your customers.

More Resources:

What To Do When Competitors Buy Your Brand Keyword

So you’re using paid search to promote your brand online?

What’s worse, this conquesting tactic is not actually banned by Google or Bing.

As of June 4, 2023, Google abolished the restrictions that stopped brands from bidding on a competitor’s branded keyword.

The only remaining condition is that your competitors can’t use your trademarked brand name in their ad copy.

The decision to implement the strategy more widely suggests that Google is confident it is operating on sound legal footing.

This means that you can’t report your competitor to Google. No rule, no complaints. Going through Google to fix such an issue has become more limited.

If this is acceptable in Google’s eyes, then what’s the remedy?

Going the Basecamp route is one option:

Fortunately, there are a few other measures you can resort to. Of course, you don’t want to lose potential clients simply because they saw your competitor’s ad first.

Instead, there are four things you can do that can turn a sour situation into something beneficial for your business.

Let’s dive right in.

1. Own Your Brand Name

Should you include a CTA in your ad?

Should you include a discount code or coupon?

Should you let people know that you offer free two-day shipping?

So, just because someone is buying your branded keyword doesn’t mean you have to stick with the same old copy.

One of my favorite examples is below:

In other words, it’s worth controlling the message in a way that positions your business accurately when prospects view that ad – even if a competitor is also visible.

Aside from just manually bidding, there are a few perhaps less known bid options that will help in these specific situations:

Target Impression Share

Anywhere on results page.

Top of results page.

Absolute top of results page.

Google Ads will then automatically set your bids to help meet that target.

The basic settings you’ll need to update are:

Percent (%) impressions share to target: For brand terms, I think 100% should be the default input but either way, enter the percentage of auctions that you would like to outrank your competitor.

Max. bid limit: This is the highest max CPC you are willing to pay. For some, brand terms are invaluable so the sky is the limit. For others, despite their importance, there are still budget restrictions to keep in mind. The most important thing to remember: if your campaign is limited by budget, the strategy might not be able to achieve this particular targeting goal.

Because the strategy can take up to seven days to start producing results, we recommend waiting at least that long before making changes to the strategy settings.

Otherwise, the “learning” will be reset and you’ll be back to day one of learning.

2. Talk To The Business, File A Cease & Desist

In your mind, this may be a waste of time because it’s doubtful that your competitor would comply with that request.

And in some cases, your competition may not actually be aware that it bid on your keywords, especially if it was done by an agency that didn’t reveal it was using this tactic to boost search engine rankings.

In my personal experience, more than once, this simple request revealed the competitor’s agency was buying these terms without their knowledge. In other cases, the ad serving was due to Google’s liberal keyword matching and/or lack of negative keywords.

A cease and desist order from your attorney is the next step here.

3. File A Trademark Complaint With The Engines

This option is only viable if your brand name is trademarked.

Should you own the trademark, this is probably a smart step for cutting off most forms of Google Ads trademark abuse regardless of whether your brand is currently being conquested. To be clear, it won’t stop 100% of infringements, but it should reduce them significantly.

Bing, on the other hand, is less clear about the longevity of the trademark complaint, but it’s a smart step regardless.

You can file this complaint with Google here and Bing here.

Tips For Filing A Trademark Complaint

Over the years, I’ve helped submit a number of these on behalf of my clients. A few tips that can help speed the process:

Submit Complaints With The Email Address Of The Trademark Owner

While many clients defer to their agencies to submit these, I’ve found that submitting these complaints with an email address from the trademark owner removes some of the verification follow-ups needed to process the claim.

Gather All Supporting Documentation First

Before starting the process, gather the supporting documentation. Depending on the size of the company, it may take some research to get all the supporting information.

This includes:

The complete list of terms/phrases that are trademarked.

Trademark registration number and country.

Name of trademark owner.

Your ad account ID and name.

Screenshots of the offending ad(s).

A list of all websites that are permitted to use your trademark (if any).

Your (or your agency’s) Bing/Google account manager.

Speaking of account managers, if you have a dedicated account manager, make sure to loop them in. They should be able to help push the request through on their end which can speed the process.

4. Bid On Your Competition’s Brand Keywords

If the above actions fail, you can always start bidding on their brand keywords. Your CPC is higher when you bid on another brand, but there could be some benefits that outweigh those costs.

Before you bid, research the amount of traffic your competitors are generating based on the branded terms they are using.

Semrush, Spyfu, and other tools are great for this. They are easy to learn and navigate. You’ll get the best results on the keywords to bid on and the amount of traffic to expect.

By targeting the competitor that bought your brand, you could force their CPCs higher, conquest some of their lead volumes, and potentially force them to stop bidding on your brand name, which is a good thing.

Tip: If you engage in this effort, you’ll likely get crushed with low-quality scores (translated in its simplest form: relevance between keywords + ad copy + landing page). This makes sense as it would be an outlier to list your competitor’s name on your own website.

It is also prohibited to include trademarked terms in the ad copy itself. This leaves very low relevance according to Google’s algorithm and will result in very high CPCs compared to your account average. Over time, this may make it performance-prohibitive to continue.

A strategy we’ve found to work well in the past to improve at least the keyword + landing page relationship is to build out a comparison table or chart on your landing page.

The below example from chúng tôi is one of my favorites that uses third-party inputs to show the benefits.

The ad…

…aligns with the landing page nicely and allows for the competitor’s keyword to be naturally including in the landing page content:

As you can see from the example above, this is especially useful for comparison terms like “x brand” vs. “y brand.” Don’t forget to build the landing page with a strong CTA to help collect the conversion!

Now, Go Protect Your Brand

Once your competition bids on your branded keywords, you need to take immediate action so that they don’t keep siphoning quality prospects from your pipeline.

First, contact them to notify them of your complaint and see if you can solve the issue amicably. If this is impossible, protect your brand by bidding on your branded keywords.

If everything else fails, your last resort should be bidding on their keyword.

Good luck in securing your brand terms!

More Resources:

Featured Image: Sammby/Shutterstock

How Tech Can Boost Your Small Businesses

Technology can help to increase collaboration between your employees, as well as boosting your business effectiveness and customer satisfaction. 

For example, it is likely that as a small business you may not yet have centralised office space and some employees may work from home. Having the right collaboration tools in place such as Slack, Zoom and others can help you keep track of employees’ activities and schedule team meetings.

You might also want to consider marketing solutions which go beyond basic email. It’s important to have a website, as customers expect this and it allows them to see what you offer and potentially even purchase your services or goods.

Overall, there are a number of benefits technology can bring, and it might even mean there’s less work to do.

The tech tools you need for your business

It can often be difficult to get your head around everything that needs to be done when starting a business. These are some of the best methods to kick-start growth for your small business.

Website builders

Solutions such as GoDaddy and 1&1 IONOS are good for building your website.

GoDaddy starts at £6.99 a month for the web builder, with a one-month free trial. 1&1 IONOS offers six months free, and then it costs £9 a month thereafter.

A good website builder will include guided help on building a website from scratch. You can find out more about the best website builders here.

Social media

Just like having a website, social media is equally as important when it comes to building an online presence and promoting your business.

One of the best places to start is

Facebook for Business goes into more detail about how this works.

Accounting software

You might find handling finances challenging, and maybe you don’t have the budget to employ an accountant. There are software solutions such as Sighted and Sage Business Cloud Accounting that help with the basics of account management such as invoicing, payment tracking and so on.

Sage Business Cloud Accounting pricing starts at £6 a month, with a 30-day free trial.

You can find out more about the best accounting software for small businesses here.

Collaboration tools

Adopting collaboration tools can help to build seamless interaction between employees. It is a good way to minimise the use of email, get faster responses and share files quickly and easily across one platform.

For many businesses, email can often be seen as a non-urgent form of communication and also something that can use up a lot of time. Adopting a collaboration tool such as Slack can help to change that and also speed up responses.

Slack is free to use, but the premium package offers more storage space for keeping more message history. This starts at $6.67 (£5.25) a month per user.

You might also want to consider Whatsapp for Business and Microsoft Teams.


Evernote is a good option for sharing files and photos starting at £10.99 / $7.99 a month, per user. This is a good platform for small businesses on a budget as it also includes some free services.

There are also some other apps for small business owners you might want to check out.

How technology can automate processes

Automation is another option to consider. From automatic replies to enquiries to automated payment tracking and contactless payments it is all designed to make your working days easier.

Some platforms to consider are GoCardless, for automated payment and invoice processing, and IBM Watson AI for automated customer assistance. GoCardless is available for free.

How To Use Twitter Bookmarks To Save Your Favorite Tweets

Twitter has introduced a new feature that allows you to easily save tweets. With the new featur people don’t have to be forced to like a tweet just to keep it for later. That feature is called Bookmarks.

What is Twitter’s New Bookmarks Feature

Before the Bookmarks feature was released, if you came across a tweet you liked, you would have to either like it or send it to yourself to read it later.  If you left it in your feed thinking you could find it later, you probably didn’t have much luck with that.

How Twitter’s New Bookmarks Feature Works

Don’t worry if you don’t see the option just yet since Twitter is rolling out the option as fast as it can. It’s only a matter of time before you get it. Twitter has been working on this feature since October of last month.


Fabio Buckell

Just a simple guy that can’t enough of Technology in general and is always surrounded by at least one Android and iOS device. I’m a Pizza addict as well.

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