The document appears to be a presentation about search engines and trademarks given on May 21, 2009. Some key points discussed include: - Google changed their trademark policy 12 months prior which led to a 50% rise in costs per click (CPC). - The greatest impact was on "pure" trademarks and changes were seen in affiliate trademark strategies. - Recommendations are given around not leaving max CPCs exposed, testing conversions on competitor terms, using brand monitoring tools, and taking action. - Future changes are expected from Google expanding their policy changes to more locations on June 4th and further trademark policy changes in the US. Yahoo and Microsoft may also further relax their policies.

1. performance led digital marketing latitudegroup.com
21/05/2009 presentation by <presenters name> to <clients name>

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. presentation title
12 months since Google changed policy...
CPCs rose 50% - Surprise, surprise!
21/05/2009 3

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. presentation title
12 months since Google changed policy...
But it’s getting worse
21/05/2009 5

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. 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. performance led digital marketing latitudegroup.com
21/05/2009

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. 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. presentation title performance led digital marketing latitudegroup.com
Richard Gregory
COO
Latitude Group
richard.gregory@latitudegroup.com
Twitter.com/smartrich
21/05/2009 11