With Widespread Consumer Confusion, Brands Must Be Extra Vigilant Protecting Paid Search Investments this Holiday Season: New Survey

With US retail ecommerce spending projected to rise as much as 13.2% to $135.35 billion during this holiday season, it’s no wonder that brands are investing so much in their paid search programs to capture the surge in traffic.

And while brands and their marketing departments are working overtime to drive sales, new BrandVerity research has brought to light some important findings and hidden risks brands need to be aware of when it comes to the journey consumers are taking online to find the perfect gift.

In order to give brands a better understanding of the search experiences their consumers are having this holiday season and beyond, and how they are impacting brand perception, we commissioned a research study of over 1,000 US consumers, balanced against the US population for age, gender, region, and income. Here’s what we found.

Jennifer Agustin
Nov 19, 2019

Ortlieb v. Amazon: The Implications for Paid Search Marketers

In July 2019, the German Federal Court of Justice (BGH) ruled that Amazon’s advertising on Google using the branded term “Ortlieb” was a trademark infringement because the Google ad led to a list of results on Amazon that included competitors’ products. Some commentators and bloggers erroneously concluded that the German court was in effect banning brand bidding. Others downplayed the impact or didn’t fully understand the nuances of this decision.

Ulla Saleh
Sep 24, 2019

Understanding Trademark Rules and Owning Your Brand Voice

I caught up with Christi Olson, Head of Evangelism for Search at Microsoft at the leading search conference MozCon. In her presentation, “What Voice Means for Search Marketers,” Christi provided an overview of Microsoft’s 2019 Voice Report and offered suggestions on how to prepare for the growing prevalence of voice search. Her presentation focused on voice search usage and how to adapt your strategy to take advantage of voice search adoption.

While MozCon focuses on SEO and organic search, Christi’s presentation raised many questions for those of us interested in paid search and brand protection. Christi was kind enough to answer my questions.

Ulla Saleh
Aug 26, 2019

Search Engine Trademark Rules in PPC With Real-World Examples

The search engines’ rules around trademark use in paid search ads in the United States are nuanced and complicated. Unless you work with them every day, as we do, it can be difficult to know when an ad complies with the rules.

What is crystal clear though is the frustration you have when you see a competitor showing up on the search engine results page (SERP) using your branded keywords. Infuriating? Yes, but is it allowed? It depends.

Ulla Saleh
Apr 1, 2019

Did Amazon Pursue a Competitive Brand Bidding Strategy Over Black Friday?

Buzzfeed published an article last week largely based on a study conducted by Adthena, a paid search competitive intelligence company. The main point of the story was that Amazon engaged in a targeted strategy to aggressively bid on competitors’ branded terms over the Black Friday to Cyber Monday period.

We found the article and the supporting research to be misleading. Nothing in either piece supports the point of view that Amazon was doing anything intentionally aggressive or even differentiated. The purpose of this blog post is to provide more context as well as correct information on competitive brand bidding and Google’s trademark policy itself.

David Naffziger
Dec 17, 2018

Black Friday Brand Bidding Spotlight: Nintendo

For the last couple of years, we have used BrandVerity’s Paid Search Monitoring tool to examine brand bidding during the busiest online shopping days of the year – Black Friday through Cyber Monday. We set up monitoring on some of the most anticipated gifts of the holiday season and see how advertisers take advantage of the holiday search volume surge to attract clicks. In many cases, we find ads that mislead customers and win commissions on unearned clicks.

Ulla Saleh
Dec 5, 2018

Google Ads Trademark Rules 101

When competitors use your trademark in their Google AdWords campaigns, there are many adverse effects including decreased CTRs and increased CPCs for your ads as well as a poor customer experience for your customers. It’s also annoying for any digital marketer to see a competitor in the top spot on the SERP using your trademark! Check out more in part 2 of our 4-part series on Google Ads Trademark Rules.

Ulla Saleh
Jul 26, 2018

Google AdWords Trademark Policies: Top 8 Questions

Google AdWords trademark policies can be confusing – especially if you don’t have prior experience with intellectual property or trademark law. We have been helping big brands, agencies, and networks protect their trademarked terms in paid search for the last 10 years. In that time, we’ve answered countless questions about AdWords trademark policies and brand bidding. I talked with our intrepid Customer Success Team to find out what are the most common questions they get asked and how they answer those questions.

Ulla Saleh
Jul 11, 2018

Don’t Get Blindsided by Trademark Bidders this Holiday Season

We don’t need to tell you that the holiday season is the busiest time of year for retailers. Right now you are in the thick of it! Adobe is already forecasting that U.S. online sales will surpass $100 billion this holiday season–a 13.8% increase over last year!

Ulla Saleh
Nov 22, 2017
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