top of page

Recommendations
for Google

Starting with the vision proposed in the Branded War Zone Essay, below you will find all the proposals that we as a community put forth with the objective of re-imagining Branded Paid Search as a more sustainable digital marketing channel. Let's make some noise so Google listens: comment, share, pass it on.

The Branded Block and The Competitor Carousel

Visual

​Introduction​

 

In reimagining how branded paid search auctions could operate within a healthier and more organized competitive environment, we propose two core solutions: the Branded Block (BB) and the Competitor Carousel (CC). These potential components were ideated to transform the search experience, benefiting brands, competitors, and consumers alike.​
​

  • Branded Block (BB): The BB integrates a brand’s organic and paid search listings into a single, cohesive block at the top of the SERP. Through a tiered subscription model, brands gain predictable CPC rates and customizable control over their presence, ensuring they can protect their visibility without being forced into costly bidding wars. The BB offers different features and functionalities depending on the tier, allowing brands to choose a setup that aligns with their budget and goals.

​​

  • Competitor Carousel (CC): The CC provides a dedicated space for competitor ads, placed to the right of the Branded Block. In this carousel or dropdown menu, competitors bid for visibility without directly inflating the brand’s CPC. The highest-bidding competitors receive premium placements, while all advertisers in the carousel are given a fair chance to reach consumers considering alternative brands.

​​

Together, the BB and CC establish a Branded Balanced Zone (BBZ) that optimizes the branded search experience. This system promotes healthy competition, reduces CPC inflation, and allows brands to maintain a consistent, cost-effective presence on the SERP.​

Introduction

Recommendations for Transforming Branded Paid Search Auctions

​

1. Implement the Branded Block (BB) as a Unified Branded SERP Real Estate Solution

​

  • Objective: Integrate branded organic results and branded paid ads into a single, cohesive space to create a streamlined and controlled brand presence on the SERP.

  • Structure and Functionality:

    • Unified Appearance: The BB consolidates both organic and paid brand listings into one seamless block at the top of the SERP, reducing redundancy and confusion.

    • Tiered Subscription System: Offer brands a tiered CPC model with fixed costs per click that vary by tier level. Each tier grants access to progressively more sections or features within the BB:

      • Tier 1 ($2 CPC): Basic branding with a single branded link and sitelinks.

      • Tier 2 ($3 CPC): Access to additional branding features, including profile links and highlighted promotions.

      • Tier 3 ($5 CPC): Full BB control, allowing advanced options like live video embeds, custom promotions, and dynamic calls-to-action.

    • Predictable Budgeting: Brands benefit from fixed CPC rates, enabling better budget forecasting and minimizing the unpredictability of auction-based pricing.

  • Consumer Benefits: By presenting a clear, unified brand listing, the BB enhances the user experience and reduces the clutter and confusion caused by separate organic and paid listings.

​​​

2. Introduce the Competitor Carousel (CC) as a Dedicated Space for Competitor Ads​

​

  • Objective: Provide a dedicated and structured area for competitor ads, preserving competition while preventing them from directly inflating branded CPCs.

  • Carousel Positioning and Design:

    • Location: Place the CC on the right side of the SERP, adjacent to the BB.

    • Interactive Display: The CC functions as a carousel or dropdown menu, allowing users to scroll through competitor listings. It includes a clear "Competitors" label, making its purpose transparent to users.

  • Bidding Dynamics:

    • Unrestricted Bidding: Competitors can bid freely within the carousel without impacting the brand’s BB CPC, maintaining a competitive environment without disrupting the brand's protected space.

    • Variable Visibility Based on Bid: High bids secure more prominent positions and interactive ad elements within the carousel, such as image carousels, reviews, or quick-action buttons.

  • Consumer Benefits: Users are given clear and organized access to alternative brands, fostering informed choices without overwhelming the SERP with competing ads.

​

3. Address CPC Inflation by Establishing Fixed CPC Caps within Branded Blocks

​

  • Objective: Mitigate CPC inflation that currently forces brands into bidding wars for their own branded terms.

  • Fixed CPC Caps: Implement tiered fixed CPC caps specifically for branded search terms within the BB:

    • $2, $3, and $5 caps align with the subscription tier levels and determine the BB’s level of functionality and visibility.

  • Competitive Stability: By capping CPCs within branded zones, Google can prevent excessive cost escalation, reducing the defensive spending burden on brands while encouraging reinvestment into other Google Ads channels like Non-Branded Paid Search or Upper Funnel activities.

​

4. Enable Customization and Flexibility within the Branded Block to Meet Brand Needs

​

  • Objective: Provide brands with flexible control over their BB’s presentation, allowing them to adapt their appearance based on strategic goals.

  • Customizable Content: Allow brands to tailor the BB with specific features like:

    • Dynamic Extensions: Adjustable sitelinks, product listings, and CTAs that are customizable based on user location, behavior, or seasonality.

    • Engagement Features: Options to add live video streams, upcoming events, and special promotions within the BB for brands that opt to the top-tier subscriptions.

  • Opti-in flexibility: Brands have complete freedom of choice with regards to the tier they decide to activate at any given point during the year.​

  • Enhanced Consumer Engagement: This approach personalizes the search experience, providing users with highly relevant and interactive content directly from brands.

​

5. Establish a Clear Entry Point for New Competitors in the Competitor Carousel

​

  • Objective: Ensure that emerging brands can participate in branded paid search while maintaining fair access to the CC.

  • Entry-Level Bidding Options: Create lower bid entry points within the carousel for new or smaller brands, allowing them to gain visibility even with limited budgets.

  • Visibility Rotation: Rotate lower-bidding brands through the CC during non-peak times, ensuring that all advertisers have a fair chance to appear, supporting brand diversity and promoting a healthy, dynamic market on Google Ads.​​

Recommendations

Expected Outcomes of Implementing the BB and CC System​

​

  1. For Google: This transformation would boost goodwill among advertisers and help counteract negative sentiment regarding branded CPC inflation. Google may retain its revenue levels, as many brands will choose the upper tiers of the BB, while brands choosing lower tiers might reinvest savings into other Google Ads channels like Youtube or GDN, creating a Judo-like effect where Google’s profits benefit from reinvestment rather than inflated branded CPCs.

  2. For Brands: Predictable, tiered CPC pricing enables better budget management and strategic flexibility. Brands achieve secure visibility without engaging in continuous, costly bidding wars.

  3. For Competitors: The CC provides a fair and transparent space for competitors to challenge established brands, with clear, structured visibility and engagement options.

  4. For Consumers: The BB and CC streamline the user experience, reducing SERP clutter while enhancing clarity and offering a balanced view of brand options.

​

By implementing these recommendations, Google can turn Branded War Zones (BWZ) into Branded Balanced Zone (BBZ) replacing the chaotic elements and costly  dynamics of today's Branded Paid Search. This new system fosters a fair, sustainable, and efficient marketplace that serves Google, advertisers, and consumers alike, preserving competition while providing brands with the stability and control they deserve.

Outcomes
Challenges

Expected Challenges of Implementing the BB and CC System, and possible solutions.​

 

Challenges

  1. Brands with the Same Name

  2. Competitors in Horizontal Niches

  3. Brand Changing Their Name (Website Migrations)

  4. Branded Shopping Auctions

  5. Returning Users and Cost Efficiency

  6. Brands Not Opting into Tier 1 in the BB

  7. Comparative Brand Searches (e.g., “Wix ecommerce vs Shopify”)


 

1. Brands with the Same Name

  • Challenge: When brands share similar names, it can confuse users and create competition for the BB.

  • Solutions:

    • Use previous user behavior to determine which brand’s BB to display.

    • Consider user intent through contextual signals (location, time of day, seasonality)

    • Display an industry-based dropdown for user selection when needed.

 

2. Brands that are part of Horizontal Niches

  • Challenge: Related brands in overlapping fields may want to bid on each other’s terms, but aren’t direct competitors.(Example: a payment processor targeting a brand in the e-commerce space)

  • Solutions:

    • Have a second Competitor Carousel dedicated to complementary products or services.

      • Example: Wix.

        • Carousel 1 is for direct competitors like squarespace, and it will be labeled “Wix Competitors” or “Wix Alternatives”

        • Carousel 2 is for brands offering related products or services, and it can be labeled “Related Services” 

    • In the setup process a Brand chooses the direct categories it belongs to.

​

3. Brand Changing Their Name (Website Migrations)

  • Challenge: During rebranding, and website migrations, brands need continuity to prevent traffic loss.

  • Solutions:

    • Create a migration specific ad extension to be used in the Branded Block(e.g., “CompanyX, formerly CompanyY”) for transition. It would contain the new and old names making clear the transition from one to the other.

​

4. Branded Shopping Auctions

  • Challenge: Shopping ads operate differently from standard search ads, as they focus on individual products and often display multiple brands. When someone searches for a Brand, it seems Google is doing a very good job at prioritizing the display of that brand’s products with very little space for competitors which I think is good. A BB and CC application for Shopping would need to be customized for Shopping.

  • Solutions:

    • Do make a space in the SERP for a shopping-adapted Branded Block

      • With a dedicated block in the shopping SERP brands could promote their latest product with a video, for example.

      • Allow brands to feature products with specific details (e.g., prices, reviews) in the Branded Shopping Block, while the Shopping Carousel provides alternative product options from competitors.

 

5. Returning Users and Cost Efficiency

  • Challenge: Brands incur unnecessary costs when returning users repeatedly click on branded ads, often using them as shortcuts to revisit the site. This leads to wasted spend without driving new conversions.

  • Solutions:

    • Automatic Tier 1 Default for Returning Users: Default returning users to Tier 1 in the BB to reduce unnecessary expenditures while maintaining visibility.

    • Cost-Saving Notifications: Notify brands of high repeat visitor volumes, allowing them to opt-in to cost-saving options for these users.

 

6. Brands Not Opting into Tier 1 in the BB

Challenge: If a brand does not opt into even the basic Tier 1 of the BB.

Solutions:

  • The Brand still has the guarantee of a display of its organic listing at the top of the SERP, but without many of the privileges of the tiered buy-i:

    • It will display without sitelinks

    • In a percentage of the brand’s impressions the CC will display at the absolute top with a fully flushed out carousel (or variations of this modality)

​

7. Comparative Brand Searches (e.g., “Wix ecommerce vs Shopify”)

  • Challenge: When users search for two brands in a comparative query, they expect a clear side-by-side evaluation. The BB and CC frameworks need adjustments to handle this intent effectively and without bias.

  • Solutions:

    • Dual Branded Block Display: Display a split BB that provides each brand with equal space for side-by-side comparison of features, CTAs, and key information.

    • Branded Comparison Block: For specific comparison queries, introduce a Branded Comparison Block at the top of the SERP with essential features in a table format to fulfill user intent.

    • Brands are used to generating comparative landing pages for today's Conquest campaigns. They can opt in these pages into a comparative ad builder to feed the Branded Comparison Block.

Provide your feedback

  • Participate in this bold project by commenting below.

  • Our aim is to transform the way in which Google architectures Branded Paid Search auctions.

  • The starting point is our proposal for the Branded Block and the Competitor Carousel. It would be great to get your opinion on our proposal, adding to it, by recommending new features or tweaks to it.

  • But you can also recommend a completely new approach if you see a different path. 

  • The best new ideas will be promoted as official recommendations in this page in the section above, with credit included.

  • Our selection is biased to what we think is best. That doesn't necessarily means other ideas in the comment section that have not been promoted are less valid.

Comments
Share Your ThoughtsBe the first to write a comment.
bottom of page