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

Why Manually Monitoring Your Branded Keywords in PPC Doesn’t Work

When I speak with prospective customers about the benefits of our paid search monitoring solution, one thing I commonly hear is: “We don’t need automated software; we are already monitoring and remediating issues manually.” Another common refrain is: “Our agency handles all of that.”

John Ethier
Jul 9, 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
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