Climb Dig
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This document discusses using brand protection and competitive monitoring to provide strategic value. It covers the foundations of trademark protection, examples of competitors bidding on branded keywords, and how to monitor brands using paid search tools. Real-world cases show how competitors responded to brand issues, and how affiliates can help or hurt the customer journey. The document emphasizes monitoring trademarks, affiliates, and competitors to protect brands and ensure quality experiences for customers.
Climb Dig
- 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 classi鍖ed online? ≒ What are the brand keyword rules across the search engines? ≒ What can you do if these are breached?
- 6. We will not disable keywords in response to a trademark complaint Google wont Protect your Brand? Countries listed Where Google will investigate ad text only
- 8. Yahoo wont let competitors bid on branded keywords if the only reference is other advertisers.
- 10. Real world examples of paid search brand adverts.
- 14. Take responsive action ≒ Eurostar example of not responding quick enough. ≒ P&0 ferries responded by using af鍖liate 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 cant do? ≒ Are your af鍖liates adding value to the customer journey?
- 20. Af鍖liate example - Af鍖liates can add value through bidding on generics. - Less and less direct to site af鍖liates as brands require the af鍖liate to produce Quality landing pages. - Quality landing page Increases brand presence.
- 21. Ask bid on keywords on Google, which can redirect traf鍖c 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 ≒ Af鍖liate 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 Af鍖liate redirecting traf鍖c. Af鍖liate advert directing traf鍖c to competitor confused.com
- 25. Af鍖liate bidding on brand keyword chocolate trading after hours
- 26. What are the competitors offering? -Free delivery -Starting price point - iscount off D (non price speci鍖c) -UK speci鍖c
- 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?