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Brand Keywords - The Truth About Your Competitors By David Naffziger

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From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: Competitive Research For SEM. PRESENTATION: Brand Keywords - The Truth About Your Competitors - Given by David Naffziger, @davenaff - BrandVerity, CEO. #SMX #32B

Published in: Marketing

Brand Keywords - The Truth About Your Competitors By David Naffziger

  1. 1. #SMX #32B @brandverity Results from an analysis of Q4 Ads on Brand Terms Brand Keywords – The Truth About Your Competitors
  2. 2. #SMX #32B @brandverity …  your  competitors  aren’t  who  you  think  they  are,  and  ...     you  have  more  control  than  you  think  you  do.   On Your Brand Terms
  3. 3. #SMX #32B @brandverity •  Brand  Protection  &  Compliance   Monitoring   •  Paid  search   •  Online  content   •  Monitor  on  behalf  of  thousands  of   advertisers  and  their  brands   4 of the 5 Largest Online Retailers Depend on BrandVerity to Help Protect their Brand Terms
  4. 4. #SMX #32B @brandverity •   Monitored  250  brands  across:   •  10  industries   •  4  search  engines   •  Mobile  versions   •  Analyzed  and  classified  every  ad   Q4 Brand Keyword Study (not yet published)
  5. 5. #SMX #32B @brandverity 0   1   2   3   4   5   6   7   8   9   10   AOL   Bing   Bing  Mobile   Google   Google  Mobile   Yahoo   All  Industries,  Averaged,  Number  of  Ads  Found   No  TM   TM  Usage   Brand  
  6. 6. #SMX #32B @brandverity Run  on  your  keywords     Raise  your  CPC  costs     Divert  visitors  from  your  site   Your competitors
  7. 7. #SMX #32B @brandverity …  are  nearly  always  either  subject  to  a  contractual  relationship  you   already  have,  or     are  eligible  for  removal  under  the  TM  policies  of  the  engines.   Ads with your TM in them
  8. 8. #SMX #32B @brandverity 0   1   2   3   4   5   6   7   8   9   10   Online  Retail,  Number  of  Ads   Found   No  Trademark   Other   Reseller   CSE   Search  Arbitrager   Brand   Top  Non-­‐Brand  Advertisers:   1.  wow.com   2.  amazon.com   3.  alot.com   4.  when.com   5.  ask.com   6.  smarter.com   7.  shopping.com   8.  officedepot.com   9.  about.com    
  9. 9. #SMX #32B @brandverity 0   1   2   3   4   5   6   7   8   9   10   Consumer  Electronics,   Number  of  Ads  Found   No  Trademark   Other   Reseller   Downloads  /   Toolbar   CSE   Search  Arbitrager   Top  Non-­‐Brand  Advertisers:   1.  amazon.com   2.  factoryoutletstore.com   3.  target.com   4.  walmart.com   5.  qvc.com   6.  wow.com   7.  ebay.com   8.  device-­‐driver.org   9.  bestbuy.com    
  10. 10. #SMX #32B @brandverity 0   1   2   3   4   5   6   7   8   9   10   Hotels,  Number  of  Ads  Found   No  Trademark   Other   OTA   Search  Arbitrager   Brand   Top  Non-­‐Brand  Advertisers:   1.  dealbase.com   2.  hotels.com   3.  hotelsavings.com   4.  priceline.com   5.  wow.com   6.  about.com   7.  smartbizsavings.com   8.  ask.com   9.  goseek.com    
  11. 11. #SMX #32B @brandverity •  Let  Google  &  Bing  Know  about  your  TM   •  Look  up  your  TM  registration  number   •  Submit  the  initial  request  (Google,  Bing)   •  Use  the  ad  preview  tools  to  view  currently  running  ads  (Also  use  Auction  Insights   report)   •  Select  a  couple  of  geographies  that  are  representative  of  your  customers   •  Submit  ads  eligible  for  TM  removal   •  Ads  that  use  the  TM  in  the  ad  copy   •  Ads  that  do  not  have  related  content  (resellers,  complementary  products,  useful  information,  etc.  )  on   landing  page   Do This Today
  12. 12. #SMX #32B @brandverity SEE YOU AT THE NEXT #SMX THANK YOU!

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