#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

0  1  2  3  4  5  6  7  8  9  10  

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

#SMX #32B @brandverity

SEE YOU AT THE NEXT #SMX

THANK YOU!