Trademark Bidding Tapers in Q1
Trademark bidding has tapered according to a new study from BrandVerity, causing brands to lose even more traffic on branded terms.
The trademark protection and monitoring service provider conducted an analysis of branded keywords in paid search from Q1 2015. The study provides brands with a benchmark of what advertisements appear on the search engines when potential customers search for their brand and how much traffic brands may be losing because of trademark bidding.
The data shows that after seeing trademark bidding rise dramatically toward the end of Q4 2014, especially in industries like Clothing & Apparel and Consumer Electronics, these levels have declined. Despite the reduction of trademark bidding, the data shows that brands are still losing traffic on their brand terms. In fact, the report shows that the Consumer Finance industry sees bands typically lose more than 13,000 visitors per month to trademark bidders. Conversely, the typical Home Services brand is losing nearly 63,000 visitors per month to trademark bidders.
“Trademark bidding is a complicated and sometimes unpleasant issue for major brands,” said BrandVerity CEO David Naffziger. “We recognize that it’s hard to get a grasp of what your marketing partners, affiliates and even third parties are doing while simultaneously optimizing your own paid search campaigns. We help make these issues more visible and actionable for brands.”