{"id":19329,"date":"2021-08-06T08:30:00","date_gmt":"2021-08-06T06:30:00","guid":{"rendered":"https:\/\/slope.it\/staging\/?p=19329"},"modified":"2025-08-01T12:44:23","modified_gmt":"2025-08-01T10:44:23","slug":"brand-protection-per-hotel-e-brandjacking","status":"publish","type":"post","link":"https:\/\/slope.it\/staging\/2021\/08\/06\/brand-protection-per-hotel-e-brandjacking\/","title":{"rendered":"Brand protection per hotel e brandjacking"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Brand protection per hotel e brandjacking sono dei termini che vanno spesso in coppia.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Lo scopo della 123esima puntata del podcast Ospitalit\u00e0 4.0 sar\u00e0 quello di spiegare il significato di queste parole, cercando di capire quando una struttura ricettiva deve ricorrere a <strong>campagne sponsorizzate in difesa del proprio brand<\/strong> a causa del <strong>brandjacking<\/strong>.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-spotify wp-block-embed-spotify wp-embed-aspect-21-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Spotify Embed: Ep.123 - Brand protection per hotel e brandjacking\" style=\"border-radius: 12px\" width=\"100%\" height=\"152\" frameborder=\"0\" allowfullscreen allow=\"autoplay; clipboard-write; encrypted-media; fullscreen; picture-in-picture\" loading=\"lazy\" src=\"https:\/\/open.spotify.com\/embed\/episode\/6ELRS4kpuWciBA8pvD4CiZ?si=66f5a3df6e194d8c&#038;utm_source=oembed\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Che cos&#8217;\u00e8 il brandjacking?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Il termine brandjacking significa \u201c<strong>furto del brand<\/strong>\u201d.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nel caso di un hotel si verifica quando cercando su Google il nome di una struttura ricettiva vengono fuori come <strong>risultati sponsorizzati<\/strong> degli annunci creati da rivenditori terzi come OTA e metasearch che rimandano al proprio portale.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Qualora ve lo steste chiedendo, il brandjacking \u00e8 una <strong>pratica legale<\/strong> che Google <a href=\"https:\/\/www.phocuswire.com\/Googles-trademark-policy-revision-kickstarts-brandjacking-debate\">ha reso possibile da diversi anni<\/a> e che \u00e8 stata ben accolta da rivenditori terzi come Booking.com o Expedia.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Inoltre \u00e8 opportuno sottolineare che questa pratica di brandjacking oltre a non essere illegale, non viene sistematicamente messa in atto con tutte le strutture ricettive.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Per <strong>verificare<\/strong> se qualcuno sta facendo brandjacking sul nome della vostra struttura ricettiva vi consigliamo di aprire una finestra in incognito del browser e digitare su Google: <em>nome della vostra struttura + localit\u00e0 in cui si trova<\/em>.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Se il primo risultato sar\u00e0 un <strong>annuncio sponsorizzato<\/strong> di un portale OTA o metasearch vuol dire che stanno biddando su di voi come nell&#8217;immagine di esempio.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/slope.it\/staging\/wp-content\/uploads\/2021\/07\/Esempio-brandjacking-hotel.png\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"504\" src=\"https:\/\/slope.it\/staging\/wp-content\/uploads\/2021\/07\/Esempio-brandjacking-hotel-1024x504.png\" alt=\"Esempio brandjacking hotel\" class=\"wp-image-19331\" srcset=\"https:\/\/slope.it\/staging\/wp-content\/uploads\/2021\/07\/Esempio-brandjacking-hotel-1024x504.png 1024w, https:\/\/slope.it\/staging\/wp-content\/uploads\/2021\/07\/Esempio-brandjacking-hotel-300x148.png 300w, https:\/\/slope.it\/staging\/wp-content\/uploads\/2021\/07\/Esempio-brandjacking-hotel-768x378.png 768w, https:\/\/slope.it\/staging\/wp-content\/uploads\/2021\/07\/Esempio-brandjacking-hotel-1536x757.png 1536w, https:\/\/slope.it\/staging\/wp-content\/uploads\/2021\/07\/Esempio-brandjacking-hotel-2048x1009.png 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><figcaption class=\"wp-element-caption\">Esempio di brandjacking<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Che cosa sono le campagne di brand protection su Google Ads?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">E qui entrano in gioco le campagne di <strong>brand protection<\/strong> che vengono create con lo scopo di competere ed evitare che soggetti terzi vadano ad utilizzare il nome della struttura ricettiva per ricevere prenotazioni e visibilit\u00e0 all\u2019interno del proprio portale.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Diversi sono i <strong>vantaggi<\/strong> nel creare una campagna di brand protection, uno di questi \u00e8 la possibilit\u00e0 di indirizzare il traffico verso il proprio sito web grazie <strong>ad annunci di testo con messaggi personalizzati<\/strong> che se ben formulati possono mettere in risalto le peculiarit\u00e0 ed i servizi offerti dalla struttura se si prenota in<strong> maniera diretta.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le campagne di brand protection, che possono e devono essere comunque valutate a prescindere dal brandjacking, possono essere create all\u2019interno di <strong>Google Ads.<\/strong> Vediamo come.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Come avviare una campagna di brand protection con Google Ads<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Accedendo a Google Ads occorre cliccare sul tasto per creare una \u201c<strong><em>Nuova Campagna<\/em><\/strong>\u201d. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Successivamente fare click su \u201c<strong><em>Vendita<\/em><\/strong>\u201d e poi su \u201c<strong><em>Ricerca<\/em><\/strong>\u201d. Il nostro scopo infatti \u00e8 di creare degli annunci per la rete di ricerca di Google.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ora occorre configurare la campagna, dandogli un nome e rimuovendo la spunta della rete display. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Prestate attenzione alle varie impostazioni per quanto riguarda localit\u00e0, lingua e budget.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/slope.it\/staging\/wp-content\/uploads\/2021\/07\/Budget-e-offerte-campagna-Brand-Protection.png\"><img decoding=\"async\" width=\"1024\" height=\"567\" src=\"https:\/\/slope.it\/staging\/wp-content\/uploads\/2021\/07\/Budget-e-offerte-campagna-Brand-Protection-1024x567.png\" alt=\"Budget e offerte campagna Brand Protection\" class=\"wp-image-19330\" srcset=\"https:\/\/slope.it\/staging\/wp-content\/uploads\/2021\/07\/Budget-e-offerte-campagna-Brand-Protection-1024x567.png 1024w, https:\/\/slope.it\/staging\/wp-content\/uploads\/2021\/07\/Budget-e-offerte-campagna-Brand-Protection-300x166.png 300w, https:\/\/slope.it\/staging\/wp-content\/uploads\/2021\/07\/Budget-e-offerte-campagna-Brand-Protection-768x425.png 768w, https:\/\/slope.it\/staging\/wp-content\/uploads\/2021\/07\/Budget-e-offerte-campagna-Brand-Protection-1536x850.png 1536w, https:\/\/slope.it\/staging\/wp-content\/uploads\/2021\/07\/Budget-e-offerte-campagna-Brand-Protection-2048x1133.png 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">La <strong>keyword fondamentale<\/strong> all\u2019interno di questa campagna sar\u00e0 il nome della propria struttura oppure il nome della struttura ricettiva pi\u00f9 la localit\u00e0 in cui si trova, ad esempio: \u201c<em>Relais Villasole Perugia<\/em>\u201d.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/slope.it\/staging\/wp-content\/uploads\/2021\/07\/Parole-chiave-campagna-brand-protection-Google-Ads-1.png\"><img decoding=\"async\" width=\"1024\" height=\"561\" src=\"https:\/\/slope.it\/staging\/wp-content\/uploads\/2021\/07\/Parole-chiave-campagna-brand-protection-Google-Ads-1-1024x561.png\" alt=\"Parole chiave campagna brand protection Google Ads\" class=\"wp-image-19335\" srcset=\"https:\/\/slope.it\/staging\/wp-content\/uploads\/2021\/07\/Parole-chiave-campagna-brand-protection-Google-Ads-1-1024x561.png 1024w, https:\/\/slope.it\/staging\/wp-content\/uploads\/2021\/07\/Parole-chiave-campagna-brand-protection-Google-Ads-1-300x164.png 300w, https:\/\/slope.it\/staging\/wp-content\/uploads\/2021\/07\/Parole-chiave-campagna-brand-protection-Google-Ads-1-768x421.png 768w, https:\/\/slope.it\/staging\/wp-content\/uploads\/2021\/07\/Parole-chiave-campagna-brand-protection-Google-Ads-1-1536x841.png 1536w, https:\/\/slope.it\/staging\/wp-content\/uploads\/2021\/07\/Parole-chiave-campagna-brand-protection-Google-Ads-1-2048x1122.png 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Inserite le <strong>parole chiave<\/strong> per cui vogliamo attivare gli annunci, occorre scrivere degli <strong>annunci di testo<\/strong> che mettano in risalto i punti di forza della struttura, incentivando il vantaggio a prenotare attraverso il sito ufficiale. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Brand protection non solo su Google!&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Quando parliamo di brand protection non dobbiamo per\u00f2 limitarci alla rete di ricerca Google, ma dobbiamo spingerci oltre, cercando di presidiare tutti i fronti dove il brand dell\u2019hotel rischia di essere insidiato.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Non dimentichiamoci mai di rivendicare la scheda di <strong>Google My Business<\/strong> e di verificare che la call to action \u201c<strong>Sito Web<\/strong>\u201d rimandi al nostro sito e non a portali di terze parti. <br>Sarebbe un errore gravissimo che minerebbe la credibilit\u00e0 online della struttura.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Discorso simile per quanto riguarda i social network, verificate che in social come <strong>Facebook<\/strong> dove c\u2019\u00e8 anche la parte delle recensioni, siate in possesso del profilo ufficiale della struttura.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Brand protection per hotel e brandjacking sono dei termini che vanno spesso in coppia.&nbsp; Lo scopo della 123esima puntata del podcast Ospitalit\u00e0 4.0 sar\u00e0 quello di spiegare il significato di queste parole, cercando di capire quando una struttura ricettiva deve ricorrere a campagne sponsorizzate in difesa del proprio brand a causa del brandjacking. Che cos&#8217;\u00e8 [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":19334,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[287],"tags":[],"class_list":["post-19329","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-podcast"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Brand protection per hotel e brandjacking, cosa sapere e cosa fare &#8226; Slope<\/title>\n<meta name=\"description\" content=\"Come creare campagne di brand protection per hotel su Google Ads e cosa fare in caso di brandjacking da parte di rivenditori terzi.\" \/>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"it_IT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brand protection per hotel e brandjacking | Podcast ep.123\" \/>\n<meta property=\"og:description\" content=\"Come creare campagne di brand protection per hotel su Google Ads e cosa fare in caso di brandjacking da parte di rivenditori terzi.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/slope.it\/staging\/2021\/08\/06\/brand-protection-per-hotel-e-brandjacking\/\" \/>\n<meta property=\"og:site_name\" content=\"Slope\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/slope.it\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/edoardo.ridolfi.5\" \/>\n<meta property=\"article:published_time\" content=\"2021-08-06T06:30:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-08-01T10:44:23+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/slope.it\/staging\/wp-content\/uploads\/2021\/07\/Brand-protection-per-hotel-e-brandjacking.png\" \/>\n\t<meta property=\"og:image:width\" content=\"901\" \/>\n\t<meta property=\"og:image:height\" content=\"527\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Edoardo Ridolfi\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@slope_it\" \/>\n<meta name=\"twitter:site\" content=\"@slope_it\" \/>\n<meta name=\"twitter:label1\" content=\"Scritto da\" \/>\n\t<meta name=\"twitter:data1\" content=\"Edoardo Ridolfi\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tempo di lettura stimato\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minuti\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/slope.it\\\/staging\\\/2021\\\/08\\\/06\\\/brand-protection-per-hotel-e-brandjacking\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/slope.it\\\/staging\\\/2021\\\/08\\\/06\\\/brand-protection-per-hotel-e-brandjacking\\\/\"},\"author\":{\"name\":\"Edoardo Ridolfi\",\"@id\":\"https:\\\/\\\/slope.it\\\/staging\\\/#\\\/schema\\\/person\\\/22045f26f59ec116c64f5a3eebef41db\"},\"headline\":\"Brand protection per hotel e brandjacking\",\"datePublished\":\"2021-08-06T06:30:00+00:00\",\"dateModified\":\"2025-08-01T10:44:23+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/slope.it\\\/staging\\\/2021\\\/08\\\/06\\\/brand-protection-per-hotel-e-brandjacking\\\/\"},\"wordCount\":641,\"publisher\":{\"@id\":\"https:\\\/\\\/slope.it\\\/staging\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/slope.it\\\/staging\\\/2021\\\/08\\\/06\\\/brand-protection-per-hotel-e-brandjacking\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/slope.it\\\/staging\\\/wp-content\\\/uploads\\\/2021\\\/07\\\/Brand-protection-per-hotel-e-brandjacking.png\",\"articleSection\":[\"Podcast Ospitalit\u00e0 4.0\"],\"inLanguage\":\"it-IT\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/slope.it\\\/staging\\\/2021\\\/08\\\/06\\\/brand-protection-per-hotel-e-brandjacking\\\/\",\"url\":\"https:\\\/\\\/slope.it\\\/staging\\\/2021\\\/08\\\/06\\\/brand-protection-per-hotel-e-brandjacking\\\/\",\"name\":\"Brand protection per hotel e brandjacking, cosa sapere e cosa fare &#8226; 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