Contemporary Economic Issues Facing the Filipino Entrepreneur (1).pptx
Gregory, Richard, Paid Search & Tricky Issues
1. performance led digital marketing latitudegroup.com
21/05/2009 presentation by <presenters name> to <clients name>
2. presentation title
Search Engines and UK Trademarks
&
● No limit on keywords ● Generally prohibited
● Prohibited in creative... ● Permitted for resellers
● ...but not URLs ● Permitted for information
● Automated prevention sites
● Quality Score provides some ● Subject to editorial review
protection
Still a lack of consistency across engines
21/05/2009 2
6. presentation title
Key recommendations
● Don’t leave Max CPCs
exposed
● Test conversions on
competitor terms
● Use a brand monitoring tool
● Take action.
Are competitor terms the new “brand builders”?
21/05/2009 6
7. presentation title
What next?
● June 4th - Google change
policy across 190 locations
● Further changes to
trademarks in creative in US
● Further relaxation from Yahoo
and Microsoft?
Expect CPCs to continue to rise
21/05/2009 7
9. presentation title
Using PPC to leverage SEO
● Be tactical – fill the gaps
● Difficult to rank naturally for
competitor terms
● Better forecasting tools for
PPCers
Maximise Exposure!
21/05/2009 9
10. presentation title
Some challenges
● Tracking the uplift of double
facings.
● Rankings are scarcely
constant
● Statistically sufficient
volume
● Interference from Broad
Matching
● Conversion Attribution
software often excludes
SEO...
● ...or charges the earth for it!
21/05/2009 10
11. presentation title performance led digital marketing latitudegroup.com
Richard Gregory
COO
Latitude Group
richard.gregory@latitudegroup.com
Twitter.com/smartrich
21/05/2009 11