Trademarks in Search Tactics David Naffziger CEO, BrandVerity.
-
Upload
marybeth-edwards -
Category
Documents
-
view
220 -
download
1
Transcript of Trademarks in Search Tactics David Naffziger CEO, BrandVerity.
![Page 1: Trademarks in Search Tactics David Naffziger CEO, BrandVerity.](https://reader030.fdocuments.net/reader030/viewer/2022032600/56649db45503460f94aa4eb9/html5/thumbnails/1.jpg)
Trademarks in Search TacticsTrademarks in Search Tactics
David Naffziger CEO, BrandVerity
![Page 2: Trademarks in Search Tactics David Naffziger CEO, BrandVerity.](https://reader030.fdocuments.net/reader030/viewer/2022032600/56649db45503460f94aa4eb9/html5/thumbnails/2.jpg)
Evolution of Google’s TM PolicyEvolution of Google’s TM Policy
![Page 3: Trademarks in Search Tactics David Naffziger CEO, BrandVerity.](https://reader030.fdocuments.net/reader030/viewer/2022032600/56649db45503460f94aa4eb9/html5/thumbnails/3.jpg)
Who’s Bidding on your TMs?Who’s Bidding on your TMs?
• Partners:– Shopping Comparison Engines– Affiliates– Channel Partners– Etc.
• Competitors
• Other:– Job sites– Stock newsletters– Search Engines– Ad Arbitragers– Etc.
Can use TM in Ad Copy on Google
Can use TM in Ad Copy on Google
![Page 4: Trademarks in Search Tactics David Naffziger CEO, BrandVerity.](https://reader030.fdocuments.net/reader030/viewer/2022032600/56649db45503460f94aa4eb9/html5/thumbnails/4.jpg)
Who is Bidding on your TM?Who is Bidding on your TM?
Branded Keywords for a consumer electronics retailer
* Largely Comparison Shopping Engines (CSEs)
![Page 5: Trademarks in Search Tactics David Naffziger CEO, BrandVerity.](https://reader030.fdocuments.net/reader030/viewer/2022032600/56649db45503460f94aa4eb9/html5/thumbnails/5.jpg)
Who Outbids the Merchant?Who Outbids the Merchant?
![Page 6: Trademarks in Search Tactics David Naffziger CEO, BrandVerity.](https://reader030.fdocuments.net/reader030/viewer/2022032600/56649db45503460f94aa4eb9/html5/thumbnails/6.jpg)
Offensive TacticsOffensive Tactics
• Affiliates – Direct linking– Geo-targeting & dayparting
• Product feed distribution (CSEs and their partners)• Bypass TM filters• Alternative monetization
– Ad (ad-feeds in particular) arbitrage– Toolbar installs– Mobile recurring billing– Bait & switch
![Page 7: Trademarks in Search Tactics David Naffziger CEO, BrandVerity.](https://reader030.fdocuments.net/reader030/viewer/2022032600/56649db45503460f94aa4eb9/html5/thumbnails/7.jpg)
Affiliate TechniquesAffiliate Techniques
• How they hide from you:– Reverse geo-targeting– Day-parting– Copy your ad text
![Page 8: Trademarks in Search Tactics David Naffziger CEO, BrandVerity.](https://reader030.fdocuments.net/reader030/viewer/2022032600/56649db45503460f94aa4eb9/html5/thumbnails/8.jpg)
CSE TechniquesCSE Techniques
• Purchase TM, direct to CSE site
• CSE Affiliates purchase to Affiliate site – subsequent clicks recorded from CSE
![Page 9: Trademarks in Search Tactics David Naffziger CEO, BrandVerity.](https://reader030.fdocuments.net/reader030/viewer/2022032600/56649db45503460f94aa4eb9/html5/thumbnails/9.jpg)
Dodging FiltersDodging Filters
• How they dodge search engine filters:– TM in Display URL– Variations on TM (typos,
spaces, etc.)– International Characters
![Page 10: Trademarks in Search Tactics David Naffziger CEO, BrandVerity.](https://reader030.fdocuments.net/reader030/viewer/2022032600/56649db45503460f94aa4eb9/html5/thumbnails/10.jpg)
Advertising ArbitrageAdvertising Arbitrage
![Page 11: Trademarks in Search Tactics David Naffziger CEO, BrandVerity.](https://reader030.fdocuments.net/reader030/viewer/2022032600/56649db45503460f94aa4eb9/html5/thumbnails/11.jpg)
Advertising Arbitrage (CSEs)Advertising Arbitrage (CSEs)
• Purchase TM, PPC Arbitrage
![Page 12: Trademarks in Search Tactics David Naffziger CEO, BrandVerity.](https://reader030.fdocuments.net/reader030/viewer/2022032600/56649db45503460f94aa4eb9/html5/thumbnails/12.jpg)
Mobile Recurring BillingMobile Recurring Billing
• $9.99 Mthly Recurring Mobile Bill
• Instant redirect to a publicly available coupon site
![Page 13: Trademarks in Search Tactics David Naffziger CEO, BrandVerity.](https://reader030.fdocuments.net/reader030/viewer/2022032600/56649db45503460f94aa4eb9/html5/thumbnails/13.jpg)
Toolbar MonetizationToolbar Monetization
• Only on Ask.com• Encourages downloads of
Ask.com toolbars
![Page 14: Trademarks in Search Tactics David Naffziger CEO, BrandVerity.](https://reader030.fdocuments.net/reader030/viewer/2022032600/56649db45503460f94aa4eb9/html5/thumbnails/14.jpg)
Defensive TacticsDefensive Tactics
• Leverage your Relationships– Affiliates & CSEs: Enforce your terms– Consider collaboration
• Cease & Desist– Friendly request– Legal request
• Work with the Engines– Register your TMs– Report violations of TM policy– Report violations of Editorial policy– Know the policies for domain ads
Understand how the advertiser makes money!
![Page 15: Trademarks in Search Tactics David Naffziger CEO, BrandVerity.](https://reader030.fdocuments.net/reader030/viewer/2022032600/56649db45503460f94aa4eb9/html5/thumbnails/15.jpg)
Affiliate & Partner ManagementAffiliate & Partner Management
Approach 1: Maintain Clean Results
• Proactive, aggressive policing• Consistent enforcement
![Page 16: Trademarks in Search Tactics David Naffziger CEO, BrandVerity.](https://reader030.fdocuments.net/reader030/viewer/2022032600/56649db45503460f94aa4eb9/html5/thumbnails/16.jpg)
Affiliate & Partner ManagementAffiliate & Partner Management
Approach 2: Collaborate
![Page 17: Trademarks in Search Tactics David Naffziger CEO, BrandVerity.](https://reader030.fdocuments.net/reader030/viewer/2022032600/56649db45503460f94aa4eb9/html5/thumbnails/17.jpg)
Cease & Desist RequestsCease & Desist Requests
• Try friendly outreach first?– Some industries collaborate on no-bid policies
• A few different approaches to legal action– Go after the ads
• Some organizations respond to C&D
– Go after monetization system• Good chance the advertiser is violating some policy
– Go after landing page content• Improper use of logo• Misleading text
![Page 18: Trademarks in Search Tactics David Naffziger CEO, BrandVerity.](https://reader030.fdocuments.net/reader030/viewer/2022032600/56649db45503460f94aa4eb9/html5/thumbnails/18.jpg)
Work with the EnginesWork with the Engines
• Maximize TM protection - Register your Trademarks with the Engines– Include domain names– Include typos– You do not need a registered mark to do so
• Report TM violations– Understand the policies– Monitor regularly
![Page 19: Trademarks in Search Tactics David Naffziger CEO, BrandVerity.](https://reader030.fdocuments.net/reader030/viewer/2022032600/56649db45503460f94aa4eb9/html5/thumbnails/19.jpg)
Know your editorial policiesKnow your editorial policies
• Resolution– Yahoo Editorial Policy Violation?
• Follow trademark procedures
– Graphic TradeMark abuse?• Cease & Desist on Logo Usage
– Maybe C&D on Search Ad
Google’s Policy:“If your service is a subscription, you must also include the following in your ad text: • The price of the service• The billing interval (such as per week or once per month)”
![Page 20: Trademarks in Search Tactics David Naffziger CEO, BrandVerity.](https://reader030.fdocuments.net/reader030/viewer/2022032600/56649db45503460f94aa4eb9/html5/thumbnails/20.jpg)
TM Management is Your ResponsibilityTM Management is Your Responsibility
• Proactively develop policies– Involve your internal stake holders (legal,
PPC, Affiliate, etc.)
• Reach out to partners, competitors, etc.– Determine the approach that works for you
• Work with the engines
• Monitor for changes
![Page 21: Trademarks in Search Tactics David Naffziger CEO, BrandVerity.](https://reader030.fdocuments.net/reader030/viewer/2022032600/56649db45503460f94aa4eb9/html5/thumbnails/21.jpg)
Thanks!Thanks!
David NaffzigerCEO, BrandVerity
Search Ad Monitoring
[email protected]/blogwww.brandverity.com
@brandverity@davenaff