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Uri breitman legal-_dki_hazards
1.
DKI Hazards
OR How keyword insertion in Google AdWords can get you sued for millions
2.
What is DKI?
Dynamic Keyword Insertion
3.
What does it
do? Turns searches into your ad text, automatically.
4.
Example Someone searches “shoes in
Jerusalem”…
5.
Your ads will
look like this: Shoes in Jerusalem Great selection of shoes Buy them now on sale www.shoe-store.co.il
6.
But this is
what YOU wrote: {KeyWord:Cheap Shoes} Great selection of shoes Buy them now on sale www.shoe-store.co.il
7.
So how does
it work? {KeyWord:Insertion Goes here} Add it in title, 1st line or 2nd line.
8.
Another Example Book Title
You wanted Yes, we’ve got it in stock. Buy “book title” 20% off! www.book-store.co.il
9.
So what’s the
risk?
10.
Google Says: “Keyword insertion
is an advanced AdWords feature, so please use it with care”
11.
12.
13.
This is now
in Supreme Court…
14.
Microsoft vs. Nana-10
15.
Holmes Place is in Great Shape!
16.
Don’t mess with
Groupon
17.
Baligam can sue
both…
18.
Trademark Violation?
19.
Trademark Violation? It’s legal
to bid on the trademark as a keyword. It’s illegal to use the trademark on the ad copy.
20.
OK, we’ve got
the idea!
21.
“But I didn’t
mean to…” • Law doesn’t care • Prove your Goodwill • Don’t blame Google • Can’t drop it on Ad Agency • Admit the mistake real fast
22.
How NOT to
get sued • Don’t DKI competitors • Use [Exact Match] • Add Negative Keywords • Use normal ads, too • Separate Campaign for DKI
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