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Brand bidding & PPC optimization: enforcement options (Part 6 of 8)
In part 6 of her multi-part series on brand bidding for paid search, columnist Lori Weiman breaks down the legal issues surrounding trademark infringement in paid search ads.
Welcome to Part 6 of an eight-part series on PPC brand bidding, where I answer the biggest question facing PPC advertisers in 2016: How do I get meaningful growth numbers out of a crowded and competitive PPC market?
The answer is surprisingly simple: Brand Bidding. Advertisers at The Search Monitor (disclosure: my employer) currently enjoy tremendous growth from PPC brand bidding. I created this series to show you how they do it. Let’s make sure you’re caught up with the first five parts:
- Part 1: Bidding History: See how huge ROAS has slowed to a crawl over 10+ years.
- Part 2: Brand Bidding Stats: Lots of stats on brand bidding.
- Part 3: How to Do it!: Steps to implement monster growth tactics for brand bidding.
- Part 4: Affiliates & Partners: Using partners and affiliates on brand and brand+ keywords.
- Part 5: Reducing Competition: How to minimize the impact of competitors.
Remember how we highlighted Avery’s tremendous results from brand bidding in Part 5? Avery monitors their brand heavily, and the results are indeed worthy of the word “tremendous.” After removing unwanted competitors from their brand terms, Avery realized these gains:
- Brand CPCs decreased by 64 percent.
- Clicks increased 34 percent.
- Total campaign costs dropped by 51 percent.
Today, in Part 6, I will review the important topic of brand bidding enforcement. More specifically, once you detect unwelcome competition, what can you do about it from a legal standpoint?
Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.