Hitwise Brand Protection Webinar

Slideshow Transcript

1. Slide 1: Using Hitwise to Protect Your Brand Ché Carbis, Account Director Asia Pacific Stuart McKeown, Search Marketing Product Director Hitwise 13 May 2008
2. Slide 2: Why is this significant? • Search engines account for more than 1 in every 4 visits to other sites in Australia • Google has a significant market share: com.au and .com properties account for 88.5% of AU searches. • Google search properties deliver over 22% of all AU Internet visits.
3. Slide 3: Branded search continues to rise Categorisation of Top 100 Search Terms, AU users 2007 2005 2006 0% 20% 40% 60% 80% 100% Navigational Non-Navigational • Branded search is on the rise, partly due to the growth of navigational search.
4. Slide 4: UK vs. US vs. AU Proportion of Brand Search going to Brand Owners' Website 94% 91.8% 92% 90% 88% 86% 85.3% 84.2% 84% 82% 80% UK US AU
5. Slide 5: UK vs. US vs. AU Proportion of Brand Search going to Brand Owners' Website 94% 91.8% 92% 90% 88% UK: US Gap = 7.6% UK: AU Gap = 6.5% 86% 85.3% 84.2% 84% 82% 80% UK US AU
6. Slide 6: UK vs. US vs. AU Proportion of Brand Search going to Brand Owners' Website 94% 91.8% 95.7% 92% 90% 88% UK: US Gap = 7.6% UK: AU Gap = 6.5% 86% 85.3% 84.2% 84% 88.6% 82% 80% UK US AU 91.5% Competitor sites receiving traffic from US searches for 'expedia', 4 weeks ending 12 April 2008 Rank for % of traffic from Site term searches for 'expedia' Paid rate www.smartfares.com #5 3.7% 46.2% www.cheapoair.com #6 0.7% 78.5% www.travelocity.com #7 0.1% 10.9% www.priceline.com #10 0.1% 0.0%
7. Slide 7: Where does brand search go?
8. Slide 8: Where does brand search go?
9. Slide 9: Search across other engines
10. Slide 10: Non-trademarked terms
11. Slide 11: Brand term permutations
12. Slide 12: Brand term permutations
13. Slide 13: Search term suggestions
14. Slide 14: Search term suggestions
15. Slide 15: Why Should you bid on your Brand Name? Capitalise on search results Real Estate 4% of clicks lost versus 9.82% when not bidding on brand
16. Slide 16: Why Should you bid on your Brand Name? Maximum exposure at low cost •52.50% Clickthrough Rate on Exact Match of Brand Name •$0.03 Average CPC on Exact Match of Brand Name
17. Slide 17: Why Should you bid on your Brand Name? Outbid any competitors bidding on your brand 25-50% Clickthrough Loss 10-14% Clickthrough Loss •35%-64% Potential Clickthrough Loss on Brand Name •Major Competitor benefiting from brand traffic
18. Slide 18: Brand Management with Affiliates Types of Brand Management for Affiliates Allowed Advantages – Works well for product based trademarks. Disadvantages – Competitors can recommend alternative products
19. Slide 19: Brand Management with Affiliates Types of Brand Management for Affiliates No Bid Policy Advantages - Retain all brand traffic to its intended destination. Disadvantages – Lose more traffic to Organic competitor listings
20. Slide 20: Brand Management with Affiliates Mistakes when Brand Managing Affiliates • Overwriting affiliates cookie with inhouse affiliate tracking on Branded Terms • Not specifying Brand Bidding terms in the Affiliate Network or Program Terms & Conditions
21. Slide 21: Brand Monitor Dashboard
22. Slide 22: Brand Monitor Dashboard
23. Slide 23: Brand Monitor Dashboard
24. Slide 24: Brand Monitor Dashboard
25. Slide 25: Brand Monitor Dashboard
26. Slide 26: Brand Monitor Dashboard
27. Slide 27: Brand Monitor Dashboard
28. Slide 28: Brand Monitor Dashboard
29. Slide 29: Brand Monitor Dashboard
30. Slide 30: How to protect your brand with Adwords How to submit a Trademark Exclusion in Adwords Google AdWords has a trademark complaint procedure in place to help trademark owners monitor the use of their trademarked terms by AdWords advertisers. Towards the end of the trademark complaint form, you'll see a section where you can list the “Authorised Entities” you've approved to use your trademarked term(s). Fill in this section and the Trademark team will note these entities during the ad review process. If you do not specifically list authorized users (by either their AdWords Customer ID or their AdWords contact email address), authorised entities may be disapproved for using your trademark term(s).
31. Slide 31: Conclusions • Bidding on your own brand name is crucial for maximum exposure • Make your Terms & Conditions known to Affiliates • Search Engines are the dominant traffic driver, with Google search properties referring significant volumes • Search is becoming increasingly navigational highlighting the importance of monitoring brand search online • Hitwise search tools will allow you to monitor your brand’s progress online. • Setting up a Brand Monitor Dashboard is a great way to start monitoring your brand traffic ahead of Google’s changes.
32. Slide 32: Now You Know