Hitwise Brand Protection Webinar

Using Hitwise to Protect Your Brand Ché Carbis, Account Director Asia Pacific Stuart McKeown, Search Marketing Product Director Hitwise 13 May 2008

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.

Branded search continues to rise
Branded search is on the rise, partly due to the growth of navigational search.

UK vs. US vs. AU

UK vs. US vs. AU UK: US Gap = 7.6% UK: AU Gap = 6.5%

UK vs. US vs. AU UK: US Gap = 7.6% UK: AU Gap = 6.5% 95.7% 88.6% 95.7% 88.6% 91.5%

Where does brand search go?

Search across other engines

Non-trademarked terms

Brand term permutations

Search term suggestions

Capitalise on search results Real Estate 4% of clicks lost versus 9.82% when not bidding on brand 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
Why Should you bid on your Brand Name?

Outbid any competitors bidding on your brand Why Should you bid on your Brand Name? 25-50% Clickthrough Loss 10-14% Clickthrough Loss
35%-64% Potential Clickthrough Loss on Brand Name
Major Competitor benefiting from brand traffic

Types of Brand Management for Affiliates Allowed Brand Management with Affiliates Advantages – Works well for product based trademarks. Disadvantages – Competitors can recommend alternative products

Types of Brand Management for Affiliates No Bid Policy Brand Management with Affiliates Advantages - Retain all brand traffic to its intended destination. Disadvantages – Lose more traffic to Organic competitor listings

Mistakes when Brand Managing Affiliates Brand Management with Affiliates
Overwriting affiliates cookie with inhouse affiliate tracking on Branded Terms
Not specifying Brand Bidding terms in the Affiliate Network or Program Terms & Conditions

Brand Monitor Dashboard

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). How to protect your brand with Adwords

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.

Now You Know

Hitwise Brand Protection Webinar

by HitwiseAU on May 26, 2008

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Hitwise Brand Protection Webinar — Webinar Transcript