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How to Avoid Being the Next 
Victim of Brand Conquest 
@marketingmojo | #smx | marketing-mojo.com 
#SMX 
• Presented by Ta...
@marketingmojo | #smx | marketing-mojo.com 
PRESENTER 
TAD MILLER 
Vice President of Accounts 
Marketing Mojo 
@jstatad + ...
ABOUT MARKETING MOJO 
@marketingmojo | #smx | marketing-mojo.com 
• Originally founded as Search Mojo 
• Demand generation...
Conquesting With PPC 
@marketingmojo | #smx | marketing-mojo.com
WHAT IS “CONQUESTING” ? 
• A means to deploy an advertisement for one’s 
products or services adjacent to editorial conten...
@marketingmojo | #smx | marketing-mojo.com 
YOU CAN ADVERTISE
SO CAN YOUR COMPETITION 
@marketingmojo | #smx | marketing-mojo.com
ALL OF YOUR COMPETITION CAN… 
@marketingmojo | #smx | marketing-mojo.com
YOU CAN CONQUEST WITH PPC 
@marketingmojo | #smx | marketing-mojo.com
THE PROBLEM WITH PPC CONQUESTING 
• You can advertise on the 
trademarked keywords 
• You can’t use competitor 
trademarke...
YOU REALLY PAY A PREMIUM PRICE 
@marketingmojo | #smx | marketing-mojo.com
REALLY LOW IMPRESSION SHARE 
• It can be a struggle to get impression 
share 
@marketingmojo | #smx | marketing-mojo.com
KNOWLEDGE GRAPH MAKES IT HARDER 
@marketingmojo | #smx | marketing-mojo.com
THE BIGGEST PROBLEM 
• Sometimes the best you can hope for is that 
nobody wins the customer 
• Usually the lowest convers...
SO WHY DO IT ? 
• Terrible Quality Score 
• Exponentially higher bids than TM owner 
• Difficult to Get Impressions 
• Wor...
@marketingmojo | #smx | marketing-mojo.com 
THE MENTALITY 
• Won’t spend a dime 
to improve their 
company…But will 
spend...
THE LONG HAUL 
• Conquesting probably isn’t hurting your 
advertising that much over the long haul 
› Provided the competi...
BUT… 
• What if you allow others to use your brand 
in PPC ad copy? 
@marketingmojo | #smx | marketing-mojo.com
THE MAZDA 3 TIERED NIGHTMARE 
@marketingmojo | #smx | marketing-mojo.com 
Tier I - Corporate 
Tier II – Regional Dealer 
A...
3 TIERS – SAME BRANDED KEYWORDS 
• A guideline was in place that suggested which 
positions each tier should try for on ea...
DIDN’T GET THE MEMO… 
• The new agency managing Tier 2 bids 
didn’t use the guidelines. 
• Tier 1 CPCs immediately shot up...
I MADE THEM CHANGE BACK 
Change of 
Strategy 
@marketingmojo | #smx | marketing-mojo.com
LOWER POSITION DIDN’T MATTER 
• Tier 2 bid lower to be in the 3 or 4 spot 
and got the same amount of conversions 
as the ...
COMPETITOR CONQUESTING, NOTHING 
TO WORRY ABOUT? RIGHT? 
@marketingmojo | #smx | marketing-mojo.com
@marketingmojo | #smx | marketing-mojo.com 
READ THE ART OF WAR 
• Sun Tzu wrote all about 
when to attack, where to 
atta...
SUSCEPTIBLE IN THE SHORT TERM 
• Conquesting is a terrible long term marketing 
strategy in PPC 
• But it can still ruin y...
@marketingmojo | #smx | marketing-mojo.com
@marketingmojo | #smx | marketing-mojo.com
@marketingmojo | #smx | marketing-mojo.com
IF YOU HAVE BIG BUZZ EVENTS, 
BEWARE 
@marketingmojo | #smx | marketing-mojo.com
@marketingmojo | #smx | marketing-mojo.com 
REMEMBER THIS?
LIGHTNING IN A BOTTLE 
• Mazda had unspent media funds combined with the Super 
Bowl event opportunity created the possibi...
THE AUDIENCE WAS THERE 
@marketingmojo | #smx | marketing-mojo.com
THEY HAD FAVORABLY COMPARABLE 
ALTERNATIVE – MAZDA CX-5 
@marketingmojo | #smx | marketing-mojo.com
IT’S A MEDIA STACKING WORLD 
@marketingmojo | #smx | marketing-mojo.com
HONDA SOCIAL MEDIA SPILLED THE 
BEANS 
• Jalopnik reported the leak 
• Honda then released a 10 second teaser video – 
@ma...
WHO, WHAT, WHERE, WHEN, HOW 
• Honda gave us every detail we needed to 
attack: 
› Who: Honda CRV 
› What: Ferris Bueller ...
@marketingmojo | #smx | marketing-mojo.com 
CAMPAIGN SET UP 
• Bid on every possible Ferris 
Bueller search keyword – AdWo...
@marketingmojo | #smx | marketing-mojo.com 
ADS WERE FUN 
Save Ferris 
How can he possibly drive that 
other SUV. Mazda CX...
LIKE A TRAFFIC BOMB WENT OFF 
• Average Ad Position of 1 
• Dominated every device type (desktop, mobile & tablets) 
• Ove...
A TINY FRACTION OF THE PRICE 
• Super Bowl Ads = $3.5 Million 
for 30 seconds 
› Honda had a 60 second ad 
(possibly $7 Mi...
@marketingmojo | #smx | marketing-mojo.com 
IT’S NOT JUST ME…
HOW TO PROTECT YOUR BRAND 
• Don’t be the next brand conquest victim 
@marketingmojo | #smx | marketing-mojo.com
BE PREPARED TO SPEND 
• Bid and Budget heavy (online) for the 
special events 
@marketingmojo | #smx | marketing-mojo.com
CLOSE THE LOOP 
• Close all of the loops with offline marketing 
@marketingmojo | #smx | marketing-mojo.com 
› Bid on “Bue...
LEGAL STUFF 
• File your trademarks with Google to prevent 
use in competitor ads 
@marketingmojo | #smx | marketing-mojo....
DON’T SPILL THE BEANS 
• Don’t give away all the details in advance 
› Social Media metrics can wait 
@marketingmojo | #sm...
BEWARE CONTEXTUAL CONQUESTS 
• Ensure your ads are along side all possible 
articles about your new products or special 
e...
IT WILL ALL BE OVER SOON 
• Wait for the buzz to wear off 
@marketingmojo | #smx | marketing-mojo.com
@marketingmojo | #smx | marketing-mojo.com 
THAT’S ALL… 
TAD MILLER 
Vice President of Accounts 
Marketing Mojo 
@jstatad ...
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How to Avoid Being the Next Victim of Brand Conquest By Tad Miller

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"From the SMX East 2014 Conference in New York City, NY. SESSION: Protecting Your Brand From Online Fraud. PRESENTATION: How to Avoid Being the Next Victim of Brand Conquest - Given by Tad Miller, @jstatad, VP of Accounts - Marketing Mojo. #SMX #31B"

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How to Avoid Being the Next Victim of Brand Conquest By Tad Miller

  1. 1. How to Avoid Being the Next Victim of Brand Conquest @marketingmojo | #smx | marketing-mojo.com #SMX • Presented by Tad Miller of Marketing Mojo
  2. 2. @marketingmojo | #smx | marketing-mojo.com PRESENTER TAD MILLER Vice President of Accounts Marketing Mojo @jstatad + Tad Miller MARKETING MOJO Twitter: @MarketingMojo Facebook: facebook.com/MarketingMojoAgency Google+: +Marketing Mojo
  3. 3. ABOUT MARKETING MOJO @marketingmojo | #smx | marketing-mojo.com • Originally founded as Search Mojo • Demand generation marketing firm founded in 2005 › Search engine optimization (SEO) › Paid media management » Pay-per-click advertising management (PPC) » Social media advertising › Content marketing › Marketing automation › Analytics consulting • Headquartered in Charlottesville, VA › Office in Charleston, SC • Featured in the Washington Post, B2B Magazine, MarketingSherpa, Visibility Magazine and many blogs • Speakers at SMX Advanced, MarketingProfs, PubCon and more
  4. 4. Conquesting With PPC @marketingmojo | #smx | marketing-mojo.com
  5. 5. WHAT IS “CONQUESTING” ? • A means to deploy an advertisement for one’s products or services adjacent to editorial content relating to the competitor or the competitors’ products. @marketingmojo | #smx | marketing-mojo.com
  6. 6. @marketingmojo | #smx | marketing-mojo.com YOU CAN ADVERTISE
  7. 7. SO CAN YOUR COMPETITION @marketingmojo | #smx | marketing-mojo.com
  8. 8. ALL OF YOUR COMPETITION CAN… @marketingmojo | #smx | marketing-mojo.com
  9. 9. YOU CAN CONQUEST WITH PPC @marketingmojo | #smx | marketing-mojo.com
  10. 10. THE PROBLEM WITH PPC CONQUESTING • You can advertise on the trademarked keywords • You can’t use competitor trademarked words in your ad copy › No bold ad text • Usually 1 or 2 Quality Score out of 10 @marketingmojo | #smx | marketing-mojo.com
  11. 11. YOU REALLY PAY A PREMIUM PRICE @marketingmojo | #smx | marketing-mojo.com
  12. 12. REALLY LOW IMPRESSION SHARE • It can be a struggle to get impression share @marketingmojo | #smx | marketing-mojo.com
  13. 13. KNOWLEDGE GRAPH MAKES IT HARDER @marketingmojo | #smx | marketing-mojo.com
  14. 14. THE BIGGEST PROBLEM • Sometimes the best you can hope for is that nobody wins the customer • Usually the lowest conversion rates of all online marketing tactics Like sitting through a 100 minute zero to zero tie soccer game… @marketingmojo | #smx | marketing-mojo.com
  15. 15. SO WHY DO IT ? • Terrible Quality Score • Exponentially higher bids than TM owner • Difficult to Get Impressions • Worst Conversion Rates of all tactics @marketingmojo | #smx | marketing-mojo.com ???
  16. 16. @marketingmojo | #smx | marketing-mojo.com THE MENTALITY • Won’t spend a dime to improve their company…But will spend a fortune to try to destroy their competition
  17. 17. THE LONG HAUL • Conquesting probably isn’t hurting your advertising that much over the long haul › Provided the competition can’t use your trademark in their ad copy @marketingmojo | #smx | marketing-mojo.com
  18. 18. BUT… • What if you allow others to use your brand in PPC ad copy? @marketingmojo | #smx | marketing-mojo.com
  19. 19. THE MAZDA 3 TIERED NIGHTMARE @marketingmojo | #smx | marketing-mojo.com Tier I - Corporate Tier II – Regional Dealer Association Tier III – Local Dealer
  20. 20. 3 TIERS – SAME BRANDED KEYWORDS • A guideline was in place that suggested which positions each tier should try for on each branded keyword • Tier 1 OEM – Corporate would be #1 for: › Mazda, MAZDA3, Mazda Cars, etc. › Tier 3 Dealers would try to be #2 for the same › Tier 2 Dealer Associations would trail Tier 2 ad positions @marketingmojo | #smx | marketing-mojo.com
  21. 21. DIDN’T GET THE MEMO… • The new agency managing Tier 2 bids didn’t use the guidelines. • Tier 1 CPCs immediately shot up on brand keywords: › Up $0.15 to $0.70 in some areas › Potential to drive branded spend up millions $ @marketingmojo | #smx | marketing-mojo.com
  22. 22. I MADE THEM CHANGE BACK Change of Strategy @marketingmojo | #smx | marketing-mojo.com
  23. 23. LOWER POSITION DIDN’T MATTER • Tier 2 bid lower to be in the 3 or 4 spot and got the same amount of conversions as the 2 spot Same ! @marketingmojo | #smx | marketing-mojo.com
  24. 24. COMPETITOR CONQUESTING, NOTHING TO WORRY ABOUT? RIGHT? @marketingmojo | #smx | marketing-mojo.com
  25. 25. @marketingmojo | #smx | marketing-mojo.com READ THE ART OF WAR • Sun Tzu wrote all about when to attack, where to attack, how to attack, what kind of ground to fight on, planning for your battle exit… • It is THE strategy book for battle, business and PPC
  26. 26. SUSCEPTIBLE IN THE SHORT TERM • Conquesting is a terrible long term marketing strategy in PPC • But it can still ruin your day…and you might have some special days planned @marketingmojo | #smx | marketing-mojo.com
  27. 27. @marketingmojo | #smx | marketing-mojo.com
  28. 28. @marketingmojo | #smx | marketing-mojo.com
  29. 29. @marketingmojo | #smx | marketing-mojo.com
  30. 30. IF YOU HAVE BIG BUZZ EVENTS, BEWARE @marketingmojo | #smx | marketing-mojo.com
  31. 31. @marketingmojo | #smx | marketing-mojo.com REMEMBER THIS?
  32. 32. LIGHTNING IN A BOTTLE • Mazda had unspent media funds combined with the Super Bowl event opportunity created the possibility of the Conquest @marketingmojo | #smx | marketing-mojo.com
  33. 33. THE AUDIENCE WAS THERE @marketingmojo | #smx | marketing-mojo.com
  34. 34. THEY HAD FAVORABLY COMPARABLE ALTERNATIVE – MAZDA CX-5 @marketingmojo | #smx | marketing-mojo.com
  35. 35. IT’S A MEDIA STACKING WORLD @marketingmojo | #smx | marketing-mojo.com
  36. 36. HONDA SOCIAL MEDIA SPILLED THE BEANS • Jalopnik reported the leak • Honda then released a 10 second teaser video – @marketingmojo | #smx | marketing-mojo.com confirmed it • Honda started the whole process of leaking the video early to get more eyes on it (Now everyone does it) • They also told the world it would happen in the third quarter
  37. 37. WHO, WHAT, WHERE, WHEN, HOW • Honda gave us every detail we needed to attack: › Who: Honda CRV › What: Ferris Bueller Themed TV Commercial › Where: The most watched TV event in history › When: 3rd Quarter of the Super Bowl › How: Choose the ground to attack on - Ignore expensive advertising on TV – Steal the natural next step (Going online) @marketingmojo | #smx | marketing-mojo.com
  38. 38. @marketingmojo | #smx | marketing-mojo.com CAMPAIGN SET UP • Bid on every possible Ferris Bueller search keyword – AdWords & Bing Ads • Bid on “Honda” and “Honda CRV” • Same for Keywords Contextual Display • Same for YouTube • Plan for Max bidding in 3rd Quarter during the commercial’s release
  39. 39. @marketingmojo | #smx | marketing-mojo.com ADS WERE FUN Save Ferris How can he possibly drive that other SUV. Mazda CX-5 is coming. MazdaUSA.com Ferris Didn't Know The All-New Mazda CX-5 with SKYACTIV technology is coming. MazdaUSA.com It's a Fun Commercial But we have a better option. The all-new Mazda CX-5 with SKYACTIV. MazdaUSA.com Save Ferris How can he possibly drive that other SUV. Mazda CX-5 is coming. MazdaUSA.com
  40. 40. LIKE A TRAFFIC BOMB WENT OFF • Average Ad Position of 1 • Dominated every device type (desktop, mobile & tablets) • Over 4 days of advertising about 13,000,000 impressions at @marketingmojo | #smx | marketing-mojo.com position 1 • Record Conversion Day • Record Vehicle Feature Views • Record CX-5 traffic • Dominated YouTube
  41. 41. A TINY FRACTION OF THE PRICE • Super Bowl Ads = $3.5 Million for 30 seconds › Honda had a 60 second ad (possibly $7 Million) • Mazda stole the next natural step that ad viewers now do (search for it) • Did it for a very tiny fraction of $7 Million @marketingmojo | #smx | marketing-mojo.com
  42. 42. @marketingmojo | #smx | marketing-mojo.com IT’S NOT JUST ME…
  43. 43. HOW TO PROTECT YOUR BRAND • Don’t be the next brand conquest victim @marketingmojo | #smx | marketing-mojo.com
  44. 44. BE PREPARED TO SPEND • Bid and Budget heavy (online) for the special events @marketingmojo | #smx | marketing-mojo.com
  45. 45. CLOSE THE LOOP • Close all of the loops with offline marketing @marketingmojo | #smx | marketing-mojo.com › Bid on “Bueller” Offline TV Online
  46. 46. LEGAL STUFF • File your trademarks with Google to prevent use in competitor ads @marketingmojo | #smx | marketing-mojo.com
  47. 47. DON’T SPILL THE BEANS • Don’t give away all the details in advance › Social Media metrics can wait @marketingmojo | #smx | marketing-mojo.com
  48. 48. BEWARE CONTEXTUAL CONQUESTS • Ensure your ads are along side all possible articles about your new products or special events (contextual display ads) @marketingmojo | #smx | marketing-mojo.com
  49. 49. IT WILL ALL BE OVER SOON • Wait for the buzz to wear off @marketingmojo | #smx | marketing-mojo.com
  50. 50. @marketingmojo | #smx | marketing-mojo.com THAT’S ALL… TAD MILLER Vice President of Accounts Marketing Mojo @jstatad + Tad Miller MARKETING MOJO Twitter: @MarketingMojo Facebook: facebook.com/MarketingMojoAgency Google+: +Marketing Mojo

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