Bidding on Trademarks in Your Paid Search Campaign

According to a recent SEMPO study, respondents were asked how they factor their trademarks into their paid placement campaigns.

While we generally recommend bidding on trademarks along with natural search ranking, there is a tremendous advantage to controlling the ad copy in the sponsored listing and taking your visitor to an appropriate page based on the intent of their search and click.  The other advantage is that the cost-per-click is generally significantly less when compared to generic terms- that’s the primary reason affiliates want to use them.  From a competitive perspective, it can’t hurt to place a trademark letter with Google, Yahoo, & MSN although we’ve found that they are sometimes not policed effectively.

Source SEMPO

Tagged as: bidding on trademarks, paid placement, paid search marketing, Search Marketing, trademarked keywords