Following XL Airways going into administration last week and yesterday’s announcement that Lehman Brothers are filing for bankruptcy, many competitors have quickly setup PPC ads targeting brand queries to take advantage of this.
Below are the ads appearing on Google for XL and ads have quickly started appearing today for Lehman Brothers as well:
This obviously wouldn’t have been possible before Google opened up brand bidding, but is this a good thing? Personally I’m quite impressed with how quickly competitors have acted and surely for people searching for alternative flights to XL this has to be useful.
Kevin Gibbons is Founder/Director of Strategy at SEOptimise. Kevin is well known within the search industry as a blogger for sites such as Search Engine Land, Econsultancy and Search Engine Watch. Kevin is also a frequent SEO speaker at a number of conferences including Search Marketing Expo (SMX), Search Engine Strategies (SES), a4uexpo, SAScon and BrightonSEO.
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