SMX East 2015 Protecting Your Brand From Online Fraud, Infringement & Other Emerging Threats

#SMX #24D @JstaTad & @MarketingMojo
Or…Adventures in Conquesting
PROTECTING YOUR BRAND FROM
ONLINE FRAUD, INFRINGEMENT &
OTHER EMERGING THREATS

PRESENTER
TAD MILLER
Vice President of Accounts
Marketing Mojo
@jstatad + Tad Miller
MARKETING MOJO
Twitter: @MarketingMojo
Facebook: facebook.com/MarketingMojoAgency
Google+: +Marketing Mojo

ABOUT MARKETING MOJO
 Originally founded as Search Mojo
 Online 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

WHAT IS “CONQUESTING” ?
 A means to deploy an advertisement for
one’s products or services adjacent to
editorial (or advertising) content relating to
the competitor or the competitors’ products.

SO YOU CAN ADVERTISE…

SO CAN YOUR COMPETITION

ALL OF YOUR COMPETITION CAN…

EDITORIAL CONQUESTING

A VERY RECENT EXAMPLE
There’s one
#1

#2 #3
#4

#5

#6 – with 3 slides

#7

DON’T FORGET THE COMMENTS
#8

THE SOLUTION? PAY…

SEARCH AD CONQUESTING
™

YOU CAN CONQUEST WITH SEARCH ADS

SEARCH AD CONQUESTING AS A TACTIC
 If you try it. You are allowed to advertise on the trademarked keywords
 You can’t use competitor trademarked words in your ad copy
 No bold blue ad text on the trademarked word
 Usually 1 or 2 Quality Score out of 10

PREMIUM PRICE WITH LOW QUALITY SCORE

LOW IMPRESSION SHARE
• It can be a struggle to get impression share

KNOWLEDGE GRAPH CAN MAKE IT HARDER

CONQUESTING BEST CASE SCENARIO: STALEMATE
When Conquesting, sometimes the best you
can hope for is that nobody wins the customer
Conquesting delivers the lowest conversion
rates and ROI of all online marketing tactics

SO WHY DO SEARCH ADVERTISERS DO IT ?
Terrible Quality Score
Exponentially higher bids than the trademark
owner
Difficult to Get Impressions
Worst Conversion Rates of all tactics
???

THE CONQUESTOR’S MENTALITY
Won’t spend a dime to
improve their own
companies
advertising…But will
spend a fortune to try to
destroy their competition

OH, AND THEY’RE JERKS
Censored
Censored

OH, AND THEY’RE JERKS

AD BUDGET IS USUALLY NEVER AN ISSUE

THEN & NOW
 The tactic is hurting the conquestor more than the trademark owner in
terms of generating sales from advertising
 But, the price floor on brand keywords are way up Year over Year and
trademark owners are now suffering more than previously
Conquest Start

EXAMPLES FROM THE WILD

MCAFEE VS. NORTON

NOW IN 2015

ELEPHANT VS. STATE FARM INSURANCE

EVEN FORTUNE 500 COMPANIES DO IT

REALLY FORD? REALLY?

EVEN THE REVIEW KEYWORDS

PROTECT YOUR IP
 File your trademark list with Search Engines, keep your “White List” of
acceptable users up to date

YOU ARE VULNERABLE OFF-BRAND™

EVENT-BASED STRATEGIC CONQUESTING

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 online marketing

EVERYONE IS VULNERABLE IN THE SHORT TERM
 Conquesting can ruin your very special (very public) days

DO YOU HAVE “BIG BUZZ” EVENTS?

SAMSUNG OWNS APPLE REVEAL DAYS

DON’T FORGET YOUTUBE

TWITTER IS THE NEXT CONQUESTING FRONTIER

DEFENDING AGAINST THE EVENT CONQUEST
 Bid and Budget heavy (online) for the special events

THINK LIKE AN ATTACKER
Look for your weak links and likely
points of attack
Close the Loops – Advertise on tag
lines, Hash Tags, YouTube, Review
Sites, Contextual Display, etc.

MORE OF A HIJACK THAN A CONQUEST
Affiliates

URL HIJACKING OR DIRECT LINKING

AFFILIATE URL HIJACKING
 Affiliates “borrow” your domain’s display URL but directly link the
destination URL with their referral code so they get their
commission checks
Don’t Share This With Affiliates If You Advertise

DIRECT LINKING PROBLEMS
 Only one use of Display URL per Ad Auction
 Keeps your ads from showing
 Affiliate Ads don’t necessarily follow brand guidelines
 It can create some “buggy” revenue attribution
 Most Affiliate Program Agreements Don’t allow Direct
Linking

CLOSING
 Brand and Product names should be your
most valuable revenue, lead and traffic
generators
 You want to max out all traffic from them as
a result
 Talk to your Intellectual Property Attorney
and protect yourself
 Budget for the Brand Conquest –
especially on big events
 Think like the enemy to find your
weaknesses before they do
 Don’t let affiliates hijack your URL

THANK YOU!
SEE YOU @SMX WEST
SAN JOSE, CA
MARCH 1-3, 2016

SMX East 2015 Protecting Your Brand From Online Fraud, Infringement & Other Emerging Threats

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