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Presentation delivered at SMX London 2009 on Trademark Bidding and Holistic Search
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performance led digital marketing latitudegroup.com
21/05/2009 presentation by <presenters name> to <clients name>
Search Engines and UK Trademarks
21/05/2009
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● No limit on keywords
● Prohibited in creative...
● ...but not URLs
● Automated prevention
● Quality Score provides some
protection
● Generally prohibited
● Permitted for resellers
● Permitted for information
sites
● Subject to editorial review
Still a lack of consistency across engines
&
12 months since Google changed policy...
21/05/2009
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CPCs rose 50% - Surprise, surprise!
Key findings
● Greatest impact on “pure” trademarks
● Changes to affiliate trademark strategies
● Gentleman’s agreements
● Comparison sites have benefited the most
21/05/2009
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Economic climate potentially slowed impact
12 months since Google changed policy...
21/05/2009
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But it’s getting worse
Key recommendations
● Don’t leave Max CPCs exposed
● Test conversions on competitor terms
● Use a brand monitoring tool
● Take action.
21/05/2009
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Are competitor terms the new “brand builders”?
What next?
● June 4th - Google change policy across 190 locations
● Further changes to trademarks in creative in US
● Further relaxation from Yahoo and Microsoft?
21/05/2009
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Expect CPCs to continue to rise
performance led digital marketing latitudegroup.com
21/05/2009
Using PPC to leverage SEO
● Be tactical – fill the gaps
● Difficult to rank naturally for competitor terms
● Better forecasting tools for PPCers
21/05/2009
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Maximise Exposure!
Some challenges
21/05/2009
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● Tracking the uplift of double
facings.● Rankings are scarcely
constant● Statistically sufficient
volume● Interference from Broad
Matching
● Conversion Attribution
software often excludes
SEO...
● ...or charges the earth for it!
performance led digital marketing latitudegroup.com
21/05/2009
presentation title
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Richard GregoryCOO Latitude [email protected]/smartrich
