Protecting Your Brand from Online, Fraud, Hijacking, Infringement & Other Threats

Protecting your Brand from
Online Fraud, Hijacking,
Infringement & Other Threats
@marketingmojo | #smx | marketing-mojo.com
#SMX
• Presented by Tad Miller of Marketing Mojo

PRESENTER
TAD MILLER
Vice President of Accounts
Marketing Mojo
@jstatad + Tad Miller
MARKETING MOJO
Twitter: @MarketingMojo
Facebook: facebook.com/MarketingMojoAgency
Google+: +Marketing Mojo

ABOUT MARKETING MOJO
• Originally founded as Search Mojo
• Demand generation marketing firm founded in 2005
› Search engine optimization (SEO)
› Paid media management
» Pay-per-click advertising management (PPC)
» Social media advertising
› Content marketing
› Marketing automation
› Analytics consulting
• Headquartered in Charlottesville, VA
› Office in Charleston, SC
• Featured in the Washington Post, B2B Magazine,
MarketingSherpa, Visibility Magazine and many blogs
• Speakers at SMX Advanced, MarketingProfs, PubCon and more

Conquesting With PPC

WHAT IS “CONQUESTING” ?
• A means to deploy an advertisement for one’s
products or services adjacent to editorial content
relating to the competitor or the competitors’
products.

YOU CAN ADVERTISE

SO CAN YOUR COMPETITION

ALL OF YOUR COMPETITION CAN…

YOU CAN CONQUEST WITH PPC

THE PROBLEM WITH PPC CONQUESTING
• You can advertise on the
trademarked keywords
• You can’t use competitor
trademarked words in your ad
copy
› No bold ad text
• Usually 1 or 2 Quality Score out
of 10

YOU REALLY PAY A PREMIUM PRICE

REALLY LOW IMPRESSION SHARE
• It can be a struggle to get impression share

KNOWLEDGE GRAPH MAKES IT HARDER

THE BIGGEST PROBLEM
• Sometimes the best you can hope for is that
nobody wins the customer
• Usually the lowest conversion rates of all
online marketing tactics
Like sitting through a 100 minute
zero to zero tie soccer game…

SO WHY DO IT ?
• Terrible Quality Score
• Exponentially higher bids than TM owner
• Difficult to Get Impressions
• Worst Conversion Rates of all tactics
???

THE MENTALITY
• Won’t spend a dime
to improve their
company…But will
spend a fortune to try
to destroy their
competition

THE LONG HAUL
• Conquesting probably isn’t hurting your
advertising that much over the long haul
› Provided the competition can’t use your trademark in
their ad copy

BUT…
• What if you allow others to use your brand
in PPC ad copy?

THE MAZDA 3 TIERED NIGHTMARE
Tier I - Corporate
Tier II – Regional Dealer
Association
Tier III – Local Dealer

3 TIERS – SAME BRANDED KEYWORDS
• A guideline was in place that suggested which positions
each tier should try for on each branded keyword
• Tier 1 OEM – Corporate would be #1 for:
› Mazda, MAZDA3, Mazda Cars, etc.
› Tier 3 Dealers would try to be #2 for the same
› Tier 2 Dealer Associations would trail Tier 2 ad positions

DIDN’T GET THE MEMO…
• The new agency managing Tier 2 bids
didn’t use the guidelines.
• Tier 1 CPCs immediately shot up on brand
keywords:
› Up $0.15 to $0.70 in some areas
› Potential to drive branded spend up millions $

I MADE THEM CHANGE BACK
Change of
Strategy

LOWER POSITION DIDN’T MATTER
• Tier 2 bid lower to be in the 3 or 4 spot
and got the same amount of conversions as
the 2 spot
Same !

COMPETITOR CONQUESTING, NOTHING
TO WORRY ABOUT? RIGHT?

READ THE ART OF WAR
• Sun Tzu wrote all about when
to attack, where to attack,
how to attack, what kind of
ground to fight on, planning
for your battle exit…
• It is THE strategy book for
battle, business and PPC

SUSCEPTIBLE IN THE SHORT TERM
• Conquesting is a terrible long term marketing
strategy in PPC
• But it can still ruin your day…and you might
have some special days planned

IF YOU HAVE BIG BUZZ EVENTS, BEWARE

REMEMBER THIS?

LIGHTNING IN A BOTTLE
• Mazda had unspent media funds combined with the Super
Bowl event opportunity created the possibility of the Conquest

THE AUDIENCE WAS THERE

THEY HAD FAVORABLY COMPARABLE
ALTERNATIVE – MAZDA CX-5

IT’S A MEDIA STACKING WORLD

HONDA SOCIAL MEDIA SPILLED THE BEANS
• Jalopnik reported the leak
• Honda then released a 10 second teaser video –
confirmed it
• Honda started the whole process of leaking the video
early to get more eyes on it (Now everyone does it)
• They also told the world it would happen in the third
quarter

WHO, WHAT, WHERE, WHEN, HOW
• Honda gave us every detail we needed to attack:
› Who: Honda CRV
› What: Ferris Bueller Themed TV Commercial
› Where: The most watched TV event in history
› When: 3rd Quarter of the Super Bowl
› How: Choose the ground to attack on - Ignore
expensive advertising on TV – Steal the natural next
step (Going online)

CAMPAIGN SET UP
• Bid on every possible Ferris Bueller
search keyword – AdWords & Bing
Ads
• Bid on “Honda” and “Honda CRV”
• Same for Keywords Contextual
Display
• Same for YouTube
• Plan for Max bidding in 3rd Quarter
during the commercial’s release

ADS WERE FUN
Save Ferris
How can he possibly drive that
other SUV. Mazda CX-5 is coming.
MazdaUSA.com
Ferris Didn't Know
The All-New Mazda CX-5 with
SKYACTIV technology is coming.
MazdaUSA.com
It's a Fun Commercial
But we have a better option. The
all-new Mazda CX-5 with SKYACTIV.
MazdaUSA.com
Save Ferris
How can he possibly drive that
other SUV. Mazda CX-5 is coming.
MazdaUSA.com

LIKE A TRAFFIC BOMB WENT OFF
• Average Ad Position of 1
• Dominated every device type (desktop, mobile & tablets)
• Over 4 days of advertising about 13,000,000 impressions at
position 1
• Record Conversion Day
• Record Vehicle Feature Views
• Record CX-5 traffic
• Dominated YouTube

A TINY FRACTION OF THE PRICE
• Super Bowl Ads = $3.5 Million
for 30 seconds
› Honda had a 60 second ad
(possibly $7 Million)
• Mazda stole the next natural
step that ad viewers now do
(search for it)
• Did it for a very tiny fraction
of $7 Million

IT’S NOT JUST ME…

HOW TO PROTECT YOUR BRAND
• Don’t be the next brand conquest victim

BE PREPARED TO SPEND
• Bid and Budget heavy (online) for the special
events

CLOSE THE LOOP
• Close all of the loops with offline marketing
› Bid on “Bueller”
Offline
TV
Online

LEGAL STUFF
• File your trademarks with Google to prevent
use in competitor ads

DON’T SPILL THE BEANS
• Don’t give away all the details in advance
› Social Media metrics can wait

BEWARE CONTEXTUAL CONQUESTS
• Ensure your ads are along side all possible
articles about your new products or special
events (contextual display ads)

IT WILL ALL BE OVER SOON
• Wait for the buzz to wear off

THAT’S ALL…
TAD MILLER
Vice President of Accounts
Marketing Mojo
@jstatad + Tad Miller
MARKETING MOJO
Twitter: @MarketingMojo
Facebook: facebook.com/MarketingMojoAgency
Google+: +Marketing Mojo

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