Don’t Let Competitors Sell Lemonade From Your Front Porch 🍋
Look — if your eCommerce store is crushing it, you’ve got a bullseye on your back. 💥
On Google. On Amazon. Even in organic search.
Your success paints a target. And your competitors? They’ve got arrows.
I’ve seen it too many times to count.
One week, you’re king of the hill.
Next week, your competitors are camped out right at your gates — bidding on your brand name, copying your listings, and poaching your sales.
And you know what?
That’s not competition. That’s war.
But the good news? You don’t need to fight dirty.
You just need to fight smart.
Let me show you how. 👇
🎯 Why You Need a Brand Defense Strategy (Like, Yesterday)
Here’s the truth:
If you’re doing well online, others will try to take a slice of your pie.
They’ll:
- Bid on your brand name on Google Ads
- Run Sponsored Product ads on Amazon under your listings
- Hijack your Buy Box
- Use display ads to steal back your visitors
This isn’t a conspiracy.
It’s just eCommerce.
If you aren’t actively defending your brand — you’re not just losing sales…
You’re handing them over.
🔍 Step 1: Defend Your Castle on Google Ads
Google is your “billboard.” Top of the funnel. People searching your name want to buy.
Here’s how to keep competitors from jumping your claim:
✅ 1. Bid on Your Own Brand Name
I hear this all the time:
“But Andy, I already rank organically for my brand, why should I pay for those clicks?”
Because your competitors are paying to show above you.
Even when people Google you.
If someone else shows up first — they get the click, and you lose the sale.
So bid on your own name.
Your CPCs will be dirt cheap. And trust me — they convert.
✅ 2. Use Every Extension You Can Get Your Hands On
Take up more digital real estate.
- Add site links to your key product or category pages
- Use callouts: “Free Shipping,” “Fast Returns,” “Trusted by 10K+”
- Structured snippets to show your product line
Make your ad look like the obvious, no-brainer choice.
✅ 3. Segment Your Brand Campaigns
If you’re using Performance Max (PMax), don’t let brand traffic get lost in the soup.
Set up separate brand campaigns.
Why?
Because brand clicks convert like crazy.
And you want full control of the budget, messaging, and optimization.
🛒 Step 2: Guard Your Listings on Amazon
If Google is top-of-funnel, Amazon is where wallets open.
Here’s how to build a fortress around your brand:
✅ 1. Run Sponsored Brand Ads on Your Own Keywords
Other sellers are bidding on your brand name.
Amazon won’t stop them — even if you have a trademark.
So you must:
- Run Sponsored Brand Ads on your own brand name
- Use a compelling headline
- Feature your best-selling products
- Add your logo and store branding
This puts you front and center, where you belong.
✅ 2. Lock Down Your Product Detail Page
Scroll down your own product listing.
See that “Similar Products” carousel?
That’s your competition stealing your traffic.
Defend it:
- Use Sponsored Display Ads to retarget viewers
- Cross-promote your own catalog
- Bundle products to block copycats
✅ 3. Register Your Brand & Use A+ Content
If you haven’t done this yet — do not pass Go. Do not collect $200.
Brand Registry gives you:
- A+ Content (aka Enhanced Content)
- Amazon Stores
- Video Ads
- Protection from hijackers
Your A+ content is your product’s resume.
Make it sharp, punchy, and built to convert.
🔁 Step 3: Cross-Channel Defense = Total Lockdown
Let’s say someone clicks your Google ad.
They browse. Then leave.
Next thing you know — your competitor retargets them on Amazon.
Oof. 😬
Here’s how you stop that:
- Retarget your site visitors with Google Display and YouTube ads
- Use Amazon DSP if you’ve got volume
- Run email & SMS flows to reel customers back
Control more touchpoints = lose fewer sales.
🔍 Step 4: Monitor, React, and Repeat
This ain’t “set it and forget it.”
You must:
- Monitor your brand keywords
- Track who’s bidding against you
- Check your Amazon listings weekly
Tools like Helium 10, Jungle Scout, or plain old manual review — all work.
Pro tip: See a competitor creeping into your turf?
Strike fast. Pause low performers. Report hijackers. Tighten your listings.
🧠 The Big Lesson
If you don’t build a moat, someone will build a lemonade stand on your front porch — selling lemonade made from your lemons.
Don’t let ’em. 🍋
Remember:
- Bid on your own name
- Use Brand Ads & Display Ads to own your turf
- Cross-promote your catalog
- Build consistent touchpoints
- Monitor everything
The only thing better than growth is protected growth.
💬 Got Questions? I’ve Got Answers.
Here are 7 common Q&A’s based on top Amazon and Google keywords:
- Should I bid on my own brand name in Google Ads?
Yes. It’s cheap, high-converting traffic. Don’t give competitors the edge. - What are Amazon Sponsored Brand Ads good for?
They help you show up first when people search your brand. It’s brand insurance. - How do I stop competitors from hijacking my Amazon Buy Box?
Use Amazon Brand Registry and monitor your listings often. - What is A+ Content and why do I need it?
It’s enhanced content that boosts conversions and brand trust. A must-have. - What’s the best way to retarget website visitors?
Use Google Display, YouTube, and email flows to bring them back. - How do I monitor who’s bidding on my brand terms?
Use tools like SEMrush, SpyFu, or Google’s Auction Insights. - Can custom labels help with brand defense on Google Shopping?
Absolutely. Segment your campaigns and isolate brand traffic to stay efficient.
Need Help with Google Ads? If you’re ready to take your online store’s performance to the next level with Google Shopping Ads but need a helping hand, consider reaching out. I’m Andy Splichal, author of Make Each Click Count and host of the Make Each Click Count podcast. Whether it’s about creating high-performing Shopping Ads or mastering your overall Google Ads strategy, I’m here to help. Let’s make those clicks count!
ABOUT THE AUTHOR
Andy Splichal is the founder and managing partner of True Online Presence, author of the Make Each Click Count book series, host of the Make Each Click Count podcast, founder of Make Each Click Count University and certified online marketing strategist with twenty plus years of experience helping companies increase their online presence and profitable revenues.
He was named to Best of Los Angeles Awards’ Most Fascinating 100 List in both 2020 and 2021. To find more information on Andy Splichal, visit trueonlinepresence.com or read The Full Story on his website or his blog, blog.trueonlinepresence.com.
