From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: Competitive Research For SEM. PRESENTATION: Brand Keywords - The Truth About Your Competitors - Given by David Naffziger, @davenaff - BrandVerity, CEO. #SMX #32B

1. #SMX #32B @brandverity
Results from an analysis of Q4 Ads on Brand Terms
Brand Keywords –
The Truth About
Your Competitors

2. #SMX #32B @brandverity
…
your
competitors
aren’t
who
you
think
they
are,
and
...
you
have
more
control
than
you
think
you
do.
On Your Brand Terms

3. #SMX #32B @brandverity
• Brand
Protection
&
Compliance
Monitoring
• Paid
search
• Online
content
• Monitor
on
behalf
of
thousands
of
advertisers
and
their
brands
4 of the 5 Largest Online Retailers Depend on BrandVerity
to Help Protect their Brand Terms

4. #SMX #32B @brandverity
•
Monitored
250
brands
across:
• 10
industries
• 4
search
engines
• Mobile
versions
• Analyzed
and
classified
every
ad
Q4 Brand Keyword Study (not yet published)

5. #SMX #32B @brandverity
0
1
2
3
4
5
6
7
8
9
10
AOL
Bing
Bing
Mobile
Google
Google
Mobile
Yahoo
All
Industries,
Averaged,
Number
of
Ads
Found
No
TM
TM
Usage
Brand

6. #SMX #32B @brandverity
Run
on
your
keywords
Raise
your
CPC
costs
Divert
visitors
from
your
site
Your competitors

7. #SMX #32B @brandverity
…
are
nearly
always
either
subject
to
a
contractual
relationship
you
already
have,
or
are
eligible
for
removal
under
the
TM
policies
of
the
engines.
Ads with your TM in them

8. #SMX #32B @brandverity
0
1
2
3
4
5
6
7
8
9
10
Online
Retail,
Number
of
Ads
Found
No
Trademark
Other
Reseller
CSE
Search
Arbitrager
Brand
Top
Non-­‐Brand
Advertisers:
1. wow.com
2. amazon.com
3. alot.com
4. when.com
5. ask.com
6. smarter.com
7. shopping.com
8. officedepot.com
9. about.com

9. #SMX #32B @brandverity
0
1
2
3
4
5
6
7
8
9
10
Consumer
Electronics,
Number
of
Ads
Found
No
Trademark
Other
Reseller
Downloads
/
Toolbar
CSE
Search
Arbitrager
Top
Non-­‐Brand
Advertisers:
1. amazon.com
2. factoryoutletstore.com
3. target.com
4. walmart.com
5. qvc.com
6. wow.com
7. ebay.com
8. device-­‐driver.org
9. bestbuy.com

10. #SMX #32B @brandverity
0
1
2
3
4
5
6
7
8
9
10
Hotels,
Number
of
Ads
Found
No
Trademark
Other
OTA
Search
Arbitrager
Brand
Top
Non-­‐Brand
Advertisers:
1. dealbase.com
2. hotels.com
3. hotelsavings.com
4. priceline.com
5. wow.com
6. about.com
7. smartbizsavings.com
8. ask.com
9. goseek.com

11. #SMX #32B @brandverity
• Let
Google
&
Bing
Know
about
your
TM
• Look
up
your
TM
registration
number
• Submit
the
initial
request
(Google,
Bing)
• Use
the
ad
preview
tools
to
view
currently
running
ads
(Also
use
Auction
Insights
report)
• Select
a
couple
of
geographies
that
are
representative
of
your
customers
• Submit
ads
eligible
for
TM
removal
• Ads
that
use
the
TM
in
the
ad
copy
• Ads
that
do
not
have
related
content
(resellers,
complementary
products,
useful
information,
etc.
)
on
landing
page
Do This Today

12. #SMX #32B @brandverity
SEE YOU AT THE NEXT #SMX
THANK YOU!