Ad Hijacking: How to Protect Your Brand in Digital Marketing

In today's digital marketing landscape, ad hijacking is a growing concern for brands. Imagine if competitors used your brand name to steal your customers or if scammers misled the public using your identity. To prevent these issues and maintain a strong online presence, it’s essential to understand how ad hijacking works.

In this article, Branddi will explain what ad hijacking is and what you need to know to defend your brand. After all, protecting your reputation is crucial for success.

Want to learn how to safeguard your brand against ad hijacking? Keep reading!

What is Ad Hijacking?

In digital marketing, ad hijacking is an unfair competition tactic that harms your brand and business performance. Instead of a direct attack, ad hijacking is a strategy where competitors—or even affiliates—exploit your brand’s recognition and marketing campaigns to gain an unfair advantage.

For example:

• You invest in attractive ads and carefully target your audience.
• Competitors start using your brand’s keywords in their campaigns (brand bidding).
• Affiliates promote similar products while confusing customers into clicking their ads.

According to E-Commerce Brasil. , up to 30% of organic traffic searching for your brand could be diverted due to brand bidding. This means fewer conversions for your site and higher acquisition costs.

Ad hijacking is a subtle yet damaging threat to your marketing efforts and brand integrity. Understanding how it works is the first step in protecting your investments and ensuring your marketing efforts deliver the right results.

Types of Ad Hijacking

Now that you understand what ad hijacking is and how it can harm your results, it is essential to recognize the different forms this practice can take. After all, identifying the specific threat your brand faces is the first step in implementing more effective protection strategies.

According to theState of Fake Traffic Report, a study conducted by CHEQ in partnership with SmartClick in Brazil, 18% of web traffic is non-human, consisting of bots, click farms, and automation tools. Additionally, 4.1% of interactions in paid traffic are fake, leading to significant losses for advertisers. In other words, for every R$1,000 invested in digital advertising, R$41 is lost due to invalid clicks.

Below, we will explore the main categories of ad hijacking, each with its own characteristics and distinct impacts.

Keyword Hijacking

As we have seen, keyword hijacking is an unethical practice where a website or advertiser uses popular keywords or registered trademarks of other companies in their content or advertising campaigns (such as Google Ads) to attract traffic that was actually looking for something else.

Here’s how it works:

• A site or advertiser identifies keywords or brands that generate high traffic.
• They use these keywords in their ads or content to attract clicks from users searching for something related to those words.
• When the user clicks, they are directed to a website that has no connection to what they were originally looking for, causing confusion and diverting traffic.

Example: If a famous company like "Nike" is highly searched, a competitor may use the keyword "Nike" in their ads to attract clicks from people wanting to buy Nike products but who end up being directed to the competitor’s website instead.

PPC (Pay-Per-Click) Fraud

PPC fraud occurs when someone repeatedly clicks on online ads (such as Google Ads) maliciously, with the goal of exhausting the advertiser's budget or generating undue revenue for the website displaying the ads.

The process works as follows:

• A fraudster uses bots (automated programs) or people to click on PPC ads without any real purchase intention or interest in the product/service.
• Each click costs the advertiser money, and the scammer may be acting to harm a competitor or to make money from fake clicks (in the case of websites that display ads and get paid per click).

How Does Ad Hijacking Work?

To understand the severity of ad hijacking, it is important to know how this practice occurs in digital marketing. The starting point is the importance of ads for the modern consumer: according to a study by Sebrae, about 37% of Brazilians make a purchase shortly after viewing an online ad.

This data shows the power of ads to increase sales, which is why ad hijacking can hurt your results so much. Imagine you have an online shoe store and invest in ads on Google to attract customers. The way ad hijacking works can be compared to a detour:

• A customer searches for "comfortable shoes" on Google.
• Your ad appears, but a competitor is also using the keyword "comfortable shoes," and their ad appears alongside yours.
• The customer clicks on the competitor's ad, thinking they are going to your store, but they are taken to another site selling similar or even lower-quality shoes.
• You lose the chance to sell to that customer, and the competitor takes advantage of your marketing investment.

Additionally, ad hijacking can happen in other ways, such as:

• Fake ads: Scammers create ads that mimic yours, offering fake promotions to steal customer data.
• Affiliate links: Affiliates use dishonest tactics to promote their products, damaging your brand.

In summary, ad hijacking functions like a scam that diverts customers and money from your business, damaging your results and reputation.

How can ad hijacking impact your brand?

Understanding how ad hijacking works is just the first step. The real impact becomes evident when we look at how these practices directly affect your brand's health and growth. It's not just about losing a few clicks; it's about a set of consequences that can undermine your customers' trust, inflate your costs, and harm your long-term results.

A survey published on the  portal E-commerce Brasil, revealed that 57% of digital consumers consider online security a decisive factor when choosing where to buy. This shows that incidents like ad hijacking, which can lead to scams and fake sites, have the potential to drive customers away and tarnish your brand's reputation.

In the next sections, we'll detail the main negative impacts ad hijacking can have on your business. Get ready to discover how this threat might be affecting your results and what measures you can take to protect yourself!

Loss of qualified traffic

In a scenario where organic search is the primary source of traffic for Brazilian websites, accounting for 35.29% of the total, ad hijacking can have a devastating impact.

This is because when users specifically searching for your brand are redirected to competitor or fake sites, you lose the opportunity to convert qualified leads—people who have already shown interest in your products or services. This loss of qualified traffic directly impacts your sales and business growth.

Reduction of ROI

‍Ad hijacking negatively impacts the ROI of your marketing campaigns in several ways. First, by increasing competition for your brand’s keywords, it raises the cost per click (CPC), forcing you to pay more to attract the same number of visitors. Additionally, by diverting qualified traffic to competitor sites, it reduces the conversion rate of your campaigns, i.e., the percentage of visitors who become customers. With higher costs and lower conversions, the result is a significant drop in your ROI.

Brand Reputation Damage

‍Fake or low-quality ads associated with your brand can harm your online reputation and customer trust. For example, imagine a potential customer clicks on an ad promising an unbeatable discount, only to be directed to a fake site that steals their data or sells counterfeit products. According to a study published on the Exame portal, 83% of consumers trust recommendations from people (even if they don’t know them) more than direct advertisements from companies.

This means that a single negative experience caused by ad hijacking can quickly spread through online reviews and social media, affecting how your brand is perceived by many people. The negative experience will inevitably be associated with your brand, even if you had no involvement. This negative association can lead to complaints, bad reviews, and, in the long run, the loss of loyal customers.

Increased Advertising Costs

‍As mentioned earlier, ad hijacking can significantly increase your advertising costs. After all, when you’re forced to compete with competitors misusing your brand’s keywords, you have to raise your bids to ensure your ads remain prominent. This increase in costs does not necessarily translate into more sales, as part of your traffic continues to be diverted to other sites.

Reduced Campaign Performance

‍Ad hijacking directly affects the performance of your marketing campaigns, making it harder to achieve your conversion and revenue goals. By distorting your campaign metrics, this practice hinders the identification of which ads and keywords are truly working, preventing you from optimizing your strategies and making data-driven decisions.

Legal RisksAd hijacking, depending on how it’s done, can lead to serious legal consequences for those involved. For instance, the unauthorized use of another company’s trademark in ads is a violation of industrial property rights, subjecting the infringer to legal actions for damages.

Furthermore, running misleading ads that exploit a brand’s reputation to deceive consumers could be considered a crime against consumer relations, with penalties including fines and even imprisonment. Therefore, it's crucial to be aware of these legal issues and seek legal advice if you suspect your brand is a victim of ad hijacking.

Signs Your Brand Has Been a Victim of Ad Hijacking

‍Identifying ad hijacking isn’t always easy, but there are some warning signs that may indicate your brand is being harmed by less ethical competitors or partners. So, if you suspect that you’ve been a victim of ad hijacking, keep an eye out for the following signs:

• CPC (Cost Per Click) rising without reason
• Fewer people visiting your site directly
• Visitors leaving your site quickly after clicking on your ad
• Your ads appearing in strange places
• Customers complaining about fake promotions
• Competitors using your name in their ads
• Affiliates acting suspiciously
• Brand monitoring alerts

How to Protect Your Brand from Ad Hijacking

‍In a world where online image is intertwined with sales, protecting your brand in the digital environment is no longer just a competitive edge but a basic necessity. After all, how your customers perceive your company online directly influences purchasing decisions, brand loyalty, and ultimately, the success of your business.

A study by edrone, a CRM company specializing in e-commerce, revealed that its tools were responsible for about 20% of the total revenue of its partner virtual stores in 2024. This data demonstrates the importance of investing in brand protection strategies that ensure a secure and trustworthy shopping experience for your customers.

In light of this, what steps can you take to protect your brand from ad hijacking and ensure that your marketing investments yield the expected results? Here are some recommendations:

Register Your Trademark

‍Registering your brand with the INPI (National Institute of Industrial Property) is the first and most important step in protecting your rights and preventing competitors from using your name, logo, or other distinctive elements without your permission. By registering your trademark, you guarantee exclusive use throughout the national territory, making it easier to defend your rights in case of infringement.

Conduct Regular Audits of Your Campaigns and Results

‍Regularly auditing your marketing campaigns is essential to identify potential signs of ad hijacking and assess the effectiveness of your protection strategies. Analyze metrics like CPC, direct traffic, conversion rates, and ROI, and compare the results with previous periods. If you notice any anomalies, investigate them thoroughly to identify the cause and take the necessary steps.

Continuous Monitoring

‍The digital environment is constantly evolving and full of dangers for brands. According to a report by Olhar Digital, cyberattacks in Brazil increased by 4.3% in the first half of 2024, totaling more than 370,000 cases.

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In other words, to protect yourself from these threats, it is essential to continuously monitor the internet for mentions of your brand, fake ads, fake sites, and other suspicious activities. Remember: constant monitoring allows you to identify and respond quickly to any incidents, minimizing damage to your reputation and results.

Count on the support of a specialized partner

Given the complexity and constant evolution of online threats, having the support of a partner specialized in brand protection can make all the difference. Branddi offers complete solutions to monitor, detect, and combat ad hijacking, allowing you to focus on growing your business with the peace of mind knowing that your brand is protected by experts.

Would you like to learn more about how Branddi can help shield your brand from ad hijacking? Contact us and schedule a demo!

Branddi: Protect your ads, your brand, and your customers

As we’ve seen, ad hijacking is a real and multifaceted threat that requires a comprehensive and proactive approach to ensure the protection of your investments and the integrity of your brand. This is where Branddi steps in, offering tailored solutions for every type of business and challenge.

To address unfair competition in the digital space, Branddi takes a series of strategic measures:

• We closely monitor the results of your sponsored campaigns, identifying suspicious patterns and potential cases of ad hijacking.
• We use cutting-edge technology and human expertise to identify competitors who are improperly leveraging your brand.
• We help you set clear rules for your affiliates and partners, preventing brand bidding and other unfair tactics.
• On behalf of your company, we send formal notifications requesting the removal of terms and elements of your brand that are being used without permission, seeking a quick and amicable resolution.

With Branddi, you can expect concrete and measurable results:

• A reduction in CPC by up to 70%, optimizing your advertising investments.
• An average increase of 20% in organic clicks, attracting more customers in a natural and sustainable way.
• A reduction of up to 90% in legal expenses related to ad hijacking.

With Branddi, you’re not just protecting your ads but building a stronger, more reliable, and profitable brand in the digital space! Visit our website and learn more about our services.