Paid Search, also known as search engine advertising, keyword advertising, or Pay-per-click (PPC), is the practice of placing ads on the search engines for relevant keyword searches. Paid Search is a very important marketing/advertising/branding medium for brands because the right ads are high converting and provide generous ROI.
In addition, the Paid Search medium is renowned for the ability of users to measure traffic, conversions, and ROI.
The most profitable ads are placed on branded keywords--terms and phrases which include your company name, registered trademarks for products, registered servicemarks for services, copyrighted materials, and any other IP (Intellectual Property) assets. Keyword research and analytics will provide you with thousands of variations of branded terms and phrases being searched.
When it comes to Paid Search management for branded searches, there are some high-impact best practices to protect your brand.
It is vitally important for brand practitioners to establish a relationship with the search engines to protect trademarks and other IP (Intellectual Property) assets. Every search engine has a unique policy to mitigate trademark infringement, but you will have to aggressively monitor your branded searches until the courts mandate that search engines stop unauthorized parties from advertising on trademarks completely, which may or may not happen. Click on the search engines below to review their individual policies:
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