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Thank you for your suggestion! The thing is last year Google has blocked all advertisers who ran cryptocurrency/ico-related ads (and us too), so we have no opportunity to run PPC ads for our brand name. Luckily, no competitors run 'bad' ads targeting our brand name as well.  I guess it's really the 2nd option that's realistic for us - to push the first query-space to look cleaner. Again thanks for your helpful ideas!