BrandVerity’s Q1 report shares analysis of 250 consumer brands across 10 industry categories. The study intends to provide benchmark for brands to apply while advertising via paid search. It briefly pictures when and how brands are losing out on traffic as a result of Trademark usage.
We share some of their observations in this post.
You can view the report here
- The below graph shows how Brand perform vis-a-vis advertisers that used brand’s trademark (including brand’s trademark in ad copy) and advertisers who did not, across different search engine platforms. AOL, much like in Q4 2014, exceeds in Trademark Ads Bidding, with 2.54 Ads per SERP followed closely by Yahoo with 2.22 Ads per SERP. Google appears to have stricter terms regarding trademark usage along with Bing (Bing being included for the first time in their analysis)
- Clothing & Apparel industry experienced reduction of trademark bidding in Q1 in comparison to Q4 2014. The top Trademark users were Zappos, Nordstorm , Amazon and Macy. Though steady in search results, trusted brands were opting for trademark bidding.
- Consumer Electronics category witnessed a decrease in trademark bidding by Reseller and CSE (Comparison Shopping Engines). Their had been a steep rise in Driver Download sites targeting the brand terms, which might offer poor brand experience as they don’t provide OEM approved drivers.
- In the Software, web & technology category, Download & Toolbar sites remained consistent in their usage of trademark across all search engines. With Google, updating their policies in software distribution the Q2 is sure to witness a change.
For analysis on other categories view the entire report.
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