Jennie Scholick

Recent Posts

Launching the FTC Compliance Blog Series!

With 2015 now well underway (can you believe it’s February?!) and Affiliate Summit West behind us (though we’re already looking forward to our next chance to meet up with our customers in person!), BrandVerity’s team is looking towards what’s next for this blog space. Last year we did several exciting things, including deeper dives into how major events like Valentine’s Day, Black Friday, and the NFL Season impact paid search, how best to navigate the delicate balance of Reseller trademark bidding, and how to work with Lead Generation Publishers in a smart and thoughtful manner. This year we want to do even more.

Jennie Scholick
Feb 9, 2015

Our Favorite Moments from Affiliate Summit West 2015

Affiliate Summit West 2015 was, by all accounts, a great event. The office has been buzzing for the last week as the ten (!) people who were at the conference have shared stories, contacts, and favorite moments.

Jennie Scholick
Jan 27, 2015

Affiliate Legal Issues: Notes from BrandVerity's Presentation at Affiliate Summit West

My intrepid partner in [educating the world about trademark] crime, Sam Engel, presented at Affiliate Summit West yesterday morning on a panel called “Affiliate Legal Issues: Three Immediate Action Items.” Sharing the stage with him were Gary Kibel, a partner at Davis & Gilbert, LLP, and Gerri-Lyn Becker, President of The California Wine Club. The panel was moderated by Carolyn Kmet, CMO at All Inclusive Marketing.

Jennie Scholick
Jan 20, 2015

E-Cigarettes Gaining in Popularity—and in Regulatory Issues

The National Institute on Drug Abuse released a survey yesterday revealing that teenagers now use e-cigarettes at substantially higher rates than traditional cigarettes. The results of the annual, federal survey was written up in both the New York Times and the Wall Street Journal. Tripp Mickle, an expert on drugs and alcohol for the WSJ, writes:

Jennie Scholick
Dec 17, 2014

Black Friday Follow-Up: Brand Bidding Increases Through Thanksgiving Weekend

Right before Thanksgiving, we ran a quick post outlining how to minimize the non-compliant paid search tactics that often crop up around Black Friday. We also said in that post that we’d update with any trends we noticed in the days leading up to and on Black Friday. This is that post! (Aren’t you excited?)

Jennie Scholick
Dec 9, 2014

Lead Gen Questions (Part 5): Is there a smarter way to use Lead Gen Sites?

If this blog series could be summed up in a single phrase, it would probably be “what you don’t know can definitely hurt you.” (Then again, that might be the theme of all BrandVerity blog posts). But, even if you know what your partners and publishers are doing, that doesn’t always fully fix the problem. This blog post will look at an example we found where a brand has managed to reap the benefits of working with lead gen partners—including increased coverage on Search Engine Results Pages (SERPs) and likely an increase in marketing efficiency—while maintaining nearly total control over brand image.

Jennie Scholick
Dec 2, 2014

Lead Gen Questions (Part 4): That’s what I’m paying for?

If you’ve been following our lead gen series, you’ll know that we’ve already discussed the basic outline of lead generation sites and the problems that arise when those sites bid on your terms. This week we’re going to discuss what happens when a lead gen site takes brand bidding a step further by masquerading as a particular company.

Jennie Scholick
Nov 26, 2014

Happy Black Friday from BrandVerity

This Friday officially kicks off the holiday shopping season (though if the emails I’ve been getting this week and this TechCrunch article are any indication, it’s already started). While we at BrandVerity look forward to the advent of holiday decorations, peppermint mochas, and really great deals just as much as everyone else, we also know that Black Friday can see a major uptick in the amount of brand bidding and trademark infringement appearing in paid search.

Jennie Scholick
Nov 25, 2014

Lead Gen Questions (Part 3): Who are my customers calling?

Picking up where we left off last week, when we discussed the path a consumer may take from Googling your name to clicking on a lead generation site's ad and ultimately landing on your competitor’s website, this week’s Lead Generation Question revolves around another method that lead gen sites use to drive customers: pay-per-call.

Jennie Scholick
Nov 18, 2014

Lead Gen Questions (Part 2): How Can My Customers End Up on a Competitor’s Site?

Last week we started our Lead Gen Series with a post outlining the basic structure of lead generation sites and some of the potential issues in that model. This week we move on to a more specific issue: brand bidding by lead gen sites. At BrandVerity we see a lot of lead gen sites bidding on companies’ brand terms. Interestingly, despite bidding on brand terms and often using those same brand terms in their ad copy, these lead generation sites don’t necessarily promote those same brands on their landing pages. This practice should raise some very serious concerns for companies that partner with lead gen sites.

Jennie Scholick
Nov 13, 2014
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