Discussion: Buying Brand – Why Trademarks Matter

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by Mark Fiske

Trademarks should mean a lot more to search marketing professionals than a company’s name, but do they? Many view their company or client’s trademarks as unnecessary purchases – why pay for trademark keywords when a user has already shown intent to find the brand? In a world of limited budgets and a desire to drive incremental value, the purchase of branded keywords is often overlooked, whether intentionally or not.

Today, purchasing one’s brand online is more important than ever for businesses of all sizes. Differences in consumer behavior, competitors, and the bottom line demand that you buy brand. Although the major reasons for buying brand on PPC are important, search marketers also need to learn how to maximize their branded ad buck and go beyond purchasing trademarks to engage in brand defense.

Are you bidding on your brand keywords? Have you ever had experience with a competitor bidding on your trademark(s)?

About the Author

Andrey Milyan was the first editor-in-chief of Search Marketing Standard, the leading print publication covering the search marketing industry. He has been following and reporting on industry developments for over 10 years. Andrey now works in the paid search sector of a prominent search marketing agency.

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