Google bashing is fashionable today! Like pumping up Microsoft as a major threat in the 90's or IBM in the 80's was hip. Google the data octopus! So far I've had a bit of a bite inhibition. I earn money with lead generation on the web. Planning SEO, SEM, online media, programming websites, marketing automation - the whole program.

But now Google has told me, as the Bavarians would say, "Spill out the herb!" What happened? Why do I suddenly count myself among the critics and admonishers? Something happened that I never thought possible: Google is making money from my company's name! How?

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This is how Google makes money with YOUR good name!

My agency has existed for 20 years. And during this time I put a lot of time, effort and, above all, money into building up the company and the name. What I didn't think was possible is that Google is now making money from this name.

How is that supposed to work, you ask? Very easy: One of our competitors obviously has some catching up to do when it comes to marketing automation.

So the SEO/SEM people at this agency took a look at who was already quite well positioned. For example us! What it does now is book ads when someone searches for our company name.

So if you enter our (old) company name (Woelke von der Brüggen GmbH – or parts of it), advertising from this agency pops up all around you with all the keywords on the subject of marketing automation or lead generation on the web.

That's not possible, you will think. I thought so too. Intensive research has shown that Google allows it as long as the name is not part of the web overlays. So if I want to prevent our competitor from popping up everywhere as an ad when you type OUR name, I just have to do one thing: bid more on my OWN name.

Where? Of course on Google. It is logical that Google does not prohibit this. After all, they are the only ones who benefit when we enter into a bidding war with our competitors. A bidding war for our own company name? That's absurd! if you enter OUR name, all I have to do is bid more on my OWN name. Where? Of course on Google.

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It is logical that Google does not prohibit this. After all, they are the only ones who benefit when we enter into a bidding war with our competitors. A bidding war for our own company name? That's absurd! if you enter OUR name, all I have to do is bid more on my OWN name.

Where? Of course on Google. It is logical that Google does not prohibit this. After all, they are the only ones who benefit when we enter into a bidding war with our competitors. A bidding war for our own company name? That's absurd!

Stop, stop, stop! To sum it up again: If you invest 10, 20, 30, 40 years in building your brand, it is possible that a rich international corporation will bid on your name in Google and thus have advertising sovereignty over the result list for your name.

At Google, the law of the strongest prevails! Or one would have to say better: The rights of the richer! The fact that Google is benefiting from the fact that we have positioned ourselves well on certain market topics is actually a scandal.

What do the marketing consultants propagate (rightly)? You have to try to position yourself on market topics via content marketing (of course with the help of appropriate budgets for Google). However, if you do this successfully, a competitor could benefit by simply bidding on your name. And here I find

The worst: I'm not the only one! Our SEO specialists have read that our competitor is bidding on over 45 agency names . Including some of our successful and well-positioned partners. I would assume that an agency offering web services would have better opportunities to position themselves. Is everything that is permissible also honest?

We checked whether BMW is bidding on Mercedes, Apple on Dell or Armani on Prada. Of course not! It would probably be embarrassing if that came out! I spoke to the manager of the competition agency. His comment: "Everybody do it like that!". In his defense, he offered to instruct his SEO guys to take our name out of optimization!

What does the Supreme Court say about this? The Supreme Court has ruled that this type of bidding on company names is allowed as long as it "does not cause confusion among the average user". The BGH probably doesn't know exactly what that means either. The bottom line is that the burden of proof is shifted to the "damaged" company. If the advertising causes confusion, you have to sue!

I'm genuinely and honestly shocked at what's obviously possible in the world of Google. Just a few months ago, I would have thought it impossible for Google to earn money with my company name. What's next? I am warned! And now you too!

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