Gregory, Richard, Paid Search & Tricky Issues

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Presentation delivered at SMX London 2009 on Trademark Bidding and Holistic Search

Published in: Business, Technology
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Gregory, Richard, Paid Search & Tricky Issues

  1. 1. performance led digital marketing latitudegroup.com 21/05/2009 presentation by <presenters name> to <clients name>
  2. 2. presentation title Search Engines and UK Trademarks & ● No limit on keywords ● Generally prohibited ● Prohibited in creative... ● Permitted for resellers ● ...but not URLs ● Permitted for information ● Automated prevention sites ● Quality Score provides some ● Subject to editorial review protection Still a lack of consistency across engines 21/05/2009 2
  3. 3. presentation title 12 months since Google changed policy... CPCs rose 50% - Surprise, surprise! 21/05/2009 3
  4. 4. presentation title Key findings ● Greatest impact on “pure” trademarks ● Changes to affiliate trademark strategies ● Gentleman’s agreements ● Comparison sites have benefited the most Economic climate potentially slowed impact 21/05/2009 4
  5. 5. presentation title 12 months since Google changed policy... But it’s getting worse 21/05/2009 5
  6. 6. presentation title Key recommendations ● Don’t leave Max CPCs exposed ● Test conversions on competitor terms ● Use a brand monitoring tool ● Take action. Are competitor terms the new “brand builders”? 21/05/2009 6
  7. 7. presentation title What next? ● June 4th - Google change policy across 190 locations ● Further changes to trademarks in creative in US ● Further relaxation from Yahoo and Microsoft? Expect CPCs to continue to rise 21/05/2009 7
  8. 8. performance led digital marketing latitudegroup.com 21/05/2009
  9. 9. presentation title Using PPC to leverage SEO ● Be tactical – fill the gaps ● Difficult to rank naturally for competitor terms ● Better forecasting tools for PPCers Maximise Exposure! 21/05/2009 9
  10. 10. presentation title Some challenges ● 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! 21/05/2009 10
  11. 11. presentation title performance led digital marketing latitudegroup.com Richard Gregory COO Latitude Group richard.gregory@latitudegroup.com Twitter.com/smartrich 21/05/2009 11
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