Presentation delivered at SMX London 2009 on Trademark Bidding and Holistic Search

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
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3. presentation title
12 months since Google changed policy...
CPCs rose 50% - Surprise, surprise!
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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
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5. presentation title
12 months since Google changed policy...
But it’s getting worse
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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”?
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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!
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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!
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11. presentation title performance led digital marketing latitudegroup.com
Richard Gregory
COO
Latitude Group
richard.gregory@latitudegroup.com
Twitter.com/smartrich
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