Brand Keywords - The Truth About Your Competitors By David Naffziger
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Transcript of Brand Keywords - The Truth About Your Competitors By David Naffziger
#SMX #32B @brandverity
Results from an analysis of Q4 Ads on Brand Terms
Brand Keywords – The Truth About
Your Competitors
#SMX #32B @brandverity
… your competitors aren’t who you think they are, and ... you have more control than you think you do.
On Your Brand Terms
#SMX #32B @brandverity
• Brand Protection & Compliance Monitoring • Paid search • Online content
• Monitor on behalf of thousands of advertisers and their brands
4 of the 5 Largest Online Retailers Depend on BrandVerity to Help Protect their Brand Terms
#SMX #32B @brandverity
• Monitored 250 brands across: • 10 industries • 4 search engines • Mobile versions
• Analyzed and classified every ad
Q4 Brand Keyword Study (not yet published)
#SMX #32B @brandverity
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AOL Bing Bing Mobile Google Google Mobile Yahoo
All Industries, Averaged, Number of Ads Found
No TM
TM Usage
Brand
#SMX #32B @brandverity
Run on your keywords Raise your CPC costs Divert visitors from your site
Your competitors
#SMX #32B @brandverity
… are nearly always either subject to a contractual relationship you already have, or are eligible for removal under the TM policies of the engines.
Ads with your TM in them
#SMX #32B @brandverity
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Online Retail, Number of Ads Found
No Trademark
Other
Reseller
CSE
Search Arbitrager
Brand
Top Non-‐Brand Advertisers: 1. wow.com 2. amazon.com 3. alot.com 4. when.com 5. ask.com 6. smarter.com 7. shopping.com 8. officedepot.com 9. about.com
#SMX #32B @brandverity
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Consumer Electronics, Number of Ads Found
No Trademark
Other
Reseller
Downloads / Toolbar
CSE
Search Arbitrager
Top Non-‐Brand Advertisers: 1. amazon.com 2. factoryoutletstore.com 3. target.com 4. walmart.com 5. qvc.com 6. wow.com 7. ebay.com 8. device-‐driver.org 9. bestbuy.com
#SMX #32B @brandverity
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Hotels, Number of Ads Found
No Trademark
Other
OTA
Search Arbitrager
Brand
Top Non-‐Brand Advertisers: 1. dealbase.com 2. hotels.com 3. hotelsavings.com 4. priceline.com 5. wow.com 6. about.com 7. smartbizsavings.com 8. ask.com 9. goseek.com
#SMX #32B @brandverity
• Let Google & Bing Know about your TM • Look up your TM registration number
• Submit the initial request (Google, Bing)
• Use the ad preview tools to view currently running ads (Also use Auction Insights report)
• Select a couple of geographies that are representative of your customers
• Submit ads eligible for TM removal • Ads that use the TM in the ad copy
• Ads that do not have related content (resellers, complementary products, useful information, etc. ) on landing page
Do This Today