If you run an affiliate program you should know this… Some of your affiliates will place PPC ads bidding for your company’s name. Now … this is a clever trick and something you should not allow.
If you have competitors bidding on your company’s name you should go and place your own PPC ad right there, BUT if no one bids on your name, there is no need for you to run PPC for it.
So why shouldn’t you allow your affiliates to bid on your company name (if you don’t see the reason so far) ?
Because all they are doing is cashing in on what you’ve already paid for. The only time people will type in your company’s name into the search box is if they know you. That means that you already paid for that prospect and should not have to pay again to your affiliate just because his / her PPC ad is above your natural search.
Many people still don’t know the difference between Paid and Natural … furthermore … many don’t care which one they click. But it matters to you, since now you have to pay your affiliate for that “generated” sale.
It’s excellent when you have many good performing affiliates and your program should attract new affiliates, but don’t let them get away with such things as I describe above.
Go check if your affiliates are cashing in on your work.
UPDATED: You can also file for Google trademark protection to prevent anyone from bidding on your company name and thus capitalizing on your brand.
You can get more info by reading Shimon Sandler’s post on the subject of trademark protection with different search engines.