Using Brand Protection & Competitive Monitoring to Deliver Strategic Value for your Business

By Mark Cann Director Climb Digital

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?

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?

Trademark Definition

Google won’t

Protect your

Brand?

Countries listed

Where Google

will investigate

ad text only

We will not disable keywords in response to a trademark complaint

Yahoo won’t let competitors

bid on branded keywords if

the only reference is other

advertisers.

Real world examples of paid search brand adverts.

Northern Ireland Search results

Wales search results

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.

Competitor trademark bidding •  Competitors will bid on your brand accept it and

monitor it.

•  Take responsive action

•  Brand exposure vs conversion

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

Brand exposure vs conversion

•  Bidding on a competitor is a personal choice

•  It might not always bring a conversion due to user intent

Rules for affiliates

•  Set a clear strategy of what they can and can’t do?

•  Are your affiliates adding value to the customer journey?

Paid search affiliate

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.

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?

How to use paid search monitoring tools (and what to look for)

•  Competitor trademark bidding

•  Affiliate brand bidding

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

Affiliate advert directing traffic to competitor “confused.com”

Instances recorded once an hour to effectively track the Affiliate redirecting traffic.

Affiliate bidding on brand keyword “chocolate trading” after hours

What are the competitors offering?

-  Free delivery -  Starting price point - Discount off (non price specific) -  UK specific

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

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?

Any Questions?

mark@climbdigital.co.uk 07828534232

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