Paid search brand protection talk at customer experience online event on the 12-13th June 2010.

1. Using Brand Protection
& Competitive Monitoring
to Deliver Strategic Value
for your Business
By Mark Cann
Director
Climb Digital

2. 1) Foundations of brand trademark protection."
2) Real world examples of paid search brand adverts."
3) How to monitor your brand through paid search
monitoring tools?

3. Foundations of trademarks and
brand keyword bidding
• What is a trademark and how is it classified online?
• What are the brand keyword rules across the search
engines?
• What can you do if these are breached?

4. Trademark Definition

6. We will not disable keywords in response to a trademark complaint
Google won’t
Protect your
Brand?
Countries listed
Where Google
will investigate
ad text only

8. Yahoo won’t let competitors
bid on branded keywords if
the only reference is other
advertisers.

10. Real world examples of paid
search brand adverts.

12. Northern
Ireland
Search results

13. Wales
search
results

14. Take responsive action
• Eurostar example of not responding quick enough.
• P&0 ferries responded by using affiliate paid search
partners to bid on Eurostar brand terms
• P&0 offered distressed Eurostar customers a solution.

15. Competitor trademark bidding
• Competitors will bid on your brand accept it and
monitor it.
• Take responsive action
• Brand exposure vs conversion

16. Take responsive
action P&O bid on
Euro star brand
keywords to take
advantage of
stranded
passengers.

17. Brand exposure vs conversion
• Bidding on a competitor is a personal choice
• It might not always bring a conversion due to user
intent

18. Rules for affiliates
• Set a clear strategy of what they can and can’t do?
• Are your affiliates adding value to the customer
journey?

19. Paid search affiliate

20. Affiliate example
- Affiliates can add value
through bidding on
generics.
- Less and less direct
to site affiliates as
brands require the
affiliate to produce
Quality landing pages.
- Quality landing page
Increases brand
presence.

21. Ask bid on
keywords on
Google, which
can redirect traffic
Does arbitrage
add value to the
customer
journey?
Does user know
where they are
going?

22. How to use paid search monitoring tools
(and what to look for)
• Competitor trademark bidding
• Affiliate brand bidding

23. Select the brand keyword in
this case a sub brand “tesco
car insurance”

24. Instances
recorded once
an hour to
effectively track
the Affiliate
redirecting
traffic.
Affiliate advert directing
traffic to competitor
“confused.com”

25. Affiliate bidding on
brand keyword
“chocolate
trading” after
hours

26. What are the
competitors
offering?
- Free delivery
- Starting price point
- iscount off
D
(non price specific)
- UK specific

27. Competitors in
different sectors
“american
express”
redirecting the
consumer
journey?

28. Recap:
1) Foundations of brand trademark protection.
2) Real world examples of paid search brand adverts.
3) How to monitor your brand through paid search monitoring
tools?

29. Any Questions?

30. Contact Us:
mark@climbdigital.co.uk
07828534232
In association with: