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

Online Brand Protection Just Got Easier With BrandVerity’s New Interface and Features

Having worked with thousands of brands, we are very familiar with the challenges digital marketers face owning brand protection in paid search. You have a lot on your plate, and while combating online trademark infringements by third-parties or partners helps protect your margins, it is one set of tasks on an already long list of responsibilities.

Maura Newell
Nov 12, 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

Users Exploit Referral Programs with Ad Hijacking

Having worked with many different types of companies on their paid search compliance strategy, I’ve seen my fair share of program abuse. Paid search abuse takes many forms and involves a variety of bad actors, including trademark abusers or affiliate program violators.

With the rise of referral programs that reward users for referring new members, a new type of abuse has emerged. Referral programs are a useful means of acquiring new customers and users. By encouraging word-of-mouth with incentives, companies can accelerate growth at a reasonable and consistent cost. Referral programs are also a great way to transform loyalists into full-fledged brand ambassadors. With the opportunity to gain some extra perks, these star customers can bring on a lot of incremental traffic and revenue.

Brendan Lash
May 15, 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

Gain Control of Your Trademark in Google Shopping

The Rise of Google Shopping

Most paid search experts believe Google Shopping is a big opportunity for online retailers and it will continue to play an important role in years to come. According to Merkle’s Digital Marketing Report for Q4 2018, while text ad spending fell 9% Y/Y following three quarters of single-digit growth, spending on Google Shopping ads grew 42% Y/Y in Q4 2018. This was the highest growth rate for Google Shopping spend since mid-2016. For retailers, Google Shopping ads accounted for 63% of all Google search ad clicks–an all-time high as well.

Maura Newell
Feb 5, 2019

How To Submit a Trademark Infringement to Google

You think a competitor is abusing your trademark in the copy of their ad. You’re a little rusty on Google Ads Trademark policy. You seem to recall something about how Google doesn’t allow trademarks in the ad text, but they can use them in the display URL. You go to the Google Ads support page that describes what is and what is not allowed, and by the end of reading it, you are more confused than you were before! Don’t worry! You are not alone. Many smart people have read and re-read Google’s policies on trademark and come away with more questions than answers.

Ulla Saleh
Aug 28, 2018

How to Effectively Implement a PPC + SEO Keyword Strategy

Keywords are the base variable between all channels, and they are how a user communicates with a search engine. A lot of organizations strive to attain PPC and SEO synergy, but sharing keyword data remains the most important aspect of maximizing the effectiveness of these two strategies. Usually PPC and SEO are handled by two different teams, so it is important to set a regular cadence for collaboration and communication. 

Jessica Bultman
Aug 23, 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

The Complete Guide to Google's Marketing Innovations Keynote 2018

There has been a lot of buzz lately about Google's big changes across all advertising products.

The keynote address at last week’s Google Marketing Live conference was packed with announcements that will impact digital marketers for years to come. The presentation ran for over an hour, so there was a lot to digest. We put together a complete guide to help you quickly navigate all this new material.

Machine learning and assistance continue to be the overarching focus for Google. According to Sridhar Ramaswamy, Senior VP of Ads, Google wants to “be there and be useful” for consumers and advertisers by focusing on being valuable, transparent and trustworthy.

Google’s latest innovations help accomplish three things for advertisers: Better Results, Simpler Experiences, and Deeper Insights.

Jessica Bultman
Jul 19, 2018
What you don't know will hurt you. Start monitoring and protecting your brand.
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