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Trademarks & Other Legal Fun Stuff in Pay Per Click Advertising

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From the SMX East 2014 Conference in New York City, NY. SESSION: Protecting Your Brand From Online Fraud. PRESENTATION: Trademarks & Other Legal Fun Stuff in Pay Per Click Advertising - Given by Jennifer Slegg, @jenstar, Editor - The SEM Post. #SMX #31B

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Trademarks & Other Legal Fun Stuff in Pay Per Click Advertising

  1. 1. Trademarks & Other Legal Fun Stuff in Pay Per Click Jennifer Slegg TheSEMPost.com @jenstar
  2. 2. Jennifer SleggJenniferSlegg.com @jenstar Jennifer Slegg TheSEMPost.com @jenstar Jennifer Slegg @Jenstar •Founder of The SEM Post for advanced industry news & tips •Consulting for SEO / Google penalties, PPC, content marketing & content monetization •I am Canadian  •Twitter: @jenstar@TheSEMPost •Email: jenstar@gmail.com
  3. 3. Jennifer SleggJenniferSlegg.com @jenstar Jennifer Slegg TheSEMPost.com @jenstar Trademark, Copyright •When you can compare brands •When you should bid on competitor’s brands •Handling brand warfare & asserting your own brand in PPC •Trademarks in PPC –what can or can’t you do? •Stolen ad copy –any recourse? •Stolen landing pages –any recourse?
  4. 4. Jennifer SleggJenniferSlegg.com @jenstar Jennifer Slegg TheSEMPost.com @jenstar When you can compare brands
  5. 5. Jennifer SleggJenniferSlegg.com @jenstar Jennifer Slegg TheSEMPost.com @jenstar When you can compare brands
  6. 6. Jennifer SleggJenniferSlegg.com @jenstar Jennifer Slegg TheSEMPost.com @jenstar When you can compare brands
  7. 7. Jennifer SleggJenniferSlegg.com @jenstar Jennifer Slegg TheSEMPost.com @jenstar Escalating Brand Warfare •Consider “gentleman’s agreement” IF •your brand is better known •Low conversion on competitvebrand ads
  8. 8. Jennifer SleggJenniferSlegg.com @jenstar Jennifer Slegg TheSEMPost.com @jenstar Affiliate Brand Warfare •Embrace it! •It is better your affiliates run ads that promote you rather than leaving it open (and cheap) for competitors
  9. 9. Jennifer SleggJenniferSlegg.com @jenstar Jennifer Slegg TheSEMPost.com @jenstar Using Sitelinksto Assert Brand •Most rely on title to assert “official” orauthentic only •Using sitelinksto assert brand •“Official ___ site” •“Brand/trademark reseller” •“Authentic brand/trademark” •“My brand / trademark” •Use trademark symbols to stand out
  10. 10. Jennifer SleggJenniferSlegg.com @jenstar Jennifer Slegg TheSEMPost.com @jenstar When to bid on competitor’s brand •Cheap traffic •Competitor isn’t bidding •Brand exposure •Drive their CPC up •Focus on: •Comparisons •Features that competitor’s lack •Special offers / deals
  11. 11. Jennifer SleggJenniferSlegg.com @jenstar Jennifer Slegg TheSEMPost.com @jenstar Keyword trademarks •Bidding on trademarked keywords is fine •Google and Bing will not investigate trademark claims on keywords
  12. 12. Jennifer SleggJenniferSlegg.com @jenstar Jennifer Slegg TheSEMPost.com @jenstar Using trademarks in ad copy •Trademarks cannot appear in ad copy EXCEPT in certain situations •AdWords Ads targeting US, Canada, UK, Australia, New Zealand •Resellers permitted to use trademarks •Informational sites whose main purpose is NOT selling the product •Cannot be used to lead to competitor’s products (ie. iPhone in ad copy but leads to Galaxy landing page) •Bing Ads will investigate trademarks in ad copy at customer’s request, including comparative ads
  13. 13. Jennifer SleggJenniferSlegg.com @jenstar Jennifer Slegg TheSEMPost.com @jenstar Using trademarks in ad copy •Trademarks CAN appear in display URLsin AdWords but NOT Bing Ads •Can only be enforced in countries youDO hold the trademark for •https://services.google.com/inquiry/aw_tmcomplaint
  14. 14. Jennifer SleggJenniferSlegg.com @jenstar Jennifer Slegg TheSEMPost.com @jenstar Oddball Trademark Issues •Sometimes your use of a trademarked term has nothing to do with the actual trademark.
  15. 15. Jennifer SleggJenniferSlegg.com @jenstar Jennifer Slegg TheSEMPost.com @jenstar Oddball Trademark Issues •AdWords: •Email ads-trademarks@google.com •Trademark term •Text of ad •Keywords •Customer ID •Screenshot if possible •Bing Ads •Request an exemption within account •If disapproved a second time, decision is final.
  16. 16. Jennifer SleggJenniferSlegg.com @jenstar Jennifer Slegg TheSEMPost.com @jenstar Protecting Your Trademark •AdWords: •File a complaint with Google •Submit site exemptions for those who are permitted to use it •Affiliates, resellers, partners •Don’t forget to add yourself! •Bing Ads •You must be proactive and contact Bing Ads individually
  17. 17. Jennifer SleggJenniferSlegg.com @jenstar Jennifer Slegg TheSEMPost.com @jenstar Stolen Ad Copy •Google doesn’t police this but will forward a complaint •Send a cease and desist to advertiser for copyright infringement •Many will remove as they don’t want to get on Google’s bad side, so use it to your advantage.
  18. 18. Jennifer SleggJenniferSlegg.com @jenstar Jennifer Slegg TheSEMPost.com @jenstar How to Find Stolen Pages •Select 8-12 keywords in the MIDDLE of the page in the MIDDLE of the paragraph •Put “ “ around the phrase •Search it in Google and Bing •If more than one copy of your article shows, check the repeat the search with the omitted results included. There could be more! •There are also third party tools to police this. •Copyscape(paid)
  19. 19. Jennifer SleggJenniferSlegg.com @jenstar Jennifer Slegg TheSEMPost.com @jenstar Stolen Landing Pages •Make sure you allow archive.org toindex landing pages •Even though many block all bots, it is worth allowing if you have problems later. •If you know competitor’s IP, block or redirect them… or….
  20. 20. Jennifer SleggJenniferSlegg.com @jenstar Jennifer Slegg TheSEMPost.com @jenstar Stolen Landing Pages •Or you can serve them their own speciallanding page to copy
  21. 21. Jennifer SleggJenniferSlegg.com @jenstar Jennifer Slegg TheSEMPost.com @jenstar Stolen Content •Play nice or not so nice?
  22. 22. Jennifer SleggJenniferSlegg.com @jenstar Jennifer Slegg TheSEMPost.com @jenstar Stolen Content •Send cease and desist –yes, this is the “nice” way! •Send via email to all addresses found. •Set priority to high •Request a read receipt (not all people will do this, but we usually aren’t dealing with the brightest here ) •Ask for removal of content within X hours (usually 24, 48 or 72 hours)
  23. 23. Jennifer SleggJenniferSlegg.com @jenstar Jennifer Slegg TheSEMPost.com @jenstar Stolen Content •The “not so nice” way… •File DMCA with Google •Removes the URL from Google Search Results •Prevents it from being used as an AdWords landing page. •https://www.google.com/webmasters/tools/dmca-dashboard
  24. 24. Jennifer SleggJenniferSlegg.com @jenstar Jennifer Slegg TheSEMPost.com @jenstar Stolen Content •The “not so nice” way… •File DMCA with Bing •Can file infringements for both paid search & regular search •https://www.microsoft.com/info/Search.aspx
  25. 25. Jennifer SleggJenniferSlegg.com @jenstar Jennifer Slegg TheSEMPost.com @jenstar Stolen Content •The “not so nice” way… •File DMCA with any other relevant search engine or site to your competitor. •DMOZ listing •AOL property •Yahoo •Yandex •Duck DuckGo
  26. 26. Jennifer SleggJenniferSlegg.com @jenstar Jennifer Slegg TheSEMPost.com @jenstar Stolen Content •The “really not so nice” way •File DMCA with host •Removes page from servers or suspends hosting account •File DMCA with registrar •Depending on registrar, suspends website or entire account. •Are they running AdSense on the site? Report them to AdSense too
  27. 27. Jennifer SleggJenniferSlegg.com @jenstar Jennifer Slegg TheSEMPost.com @jenstar Jennifer Slegg @Jenstar •Founder of The SEM Post for advanced industry news •Consulting for SEO / Google penalties, PPC, content marketing & content monetization •I am Canadian  •Twitter: @jenstar@TheSEMPost •Email: jenstar@gmail.com

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