2 days later

It’s been a couple of days since Googles keyword trademarking policy change and it’s interesting to see many advertisers have already been slapped out of the bidding. In a quality score world, its not as simple as bidding against any brand due to quality based minimum bids. Although you might be able to display against any brand you like for a short period, Google will soon kick you into touch if you are deemed not relevant enough.

Patrick over at Blogstorm posted about the effects of the new trademark policy with screenshots of adverts against once trademarked brands such as Tesco, Asda, Lastminute.com and Amazon. But it was just time before many of them simply fell away…

As I mentioned previously in my post regarding preparation of the Google trademark change, quite simply, it will be extremely hard to be able to display against many core branded terms due to low click through rates which will mean you will get slapped with a high minimum CPC.

Lets take a look at those same brand examples today –

Tesco serp

last minute serp

amazon serp

First and foremost, there has been a massive reduction in adverts as expected. Some of the examples may have been rather bad ‘advanced matching’ from Googles broad match feature otherwise the adverts left within the bidding for the above examples are either –

1) Maintaining a high enough click through rate (and therefore quality score) to keep a reasonable level of minimum CPC. For example, notice how Lastminute.com are having more trouble protecting their brand as many competitors can get away with using ‘Last Minute Holidays’ within the advert title which will be helping to maintain their CTR and advert alive.

2) Advertisers within high CPC markets will find the high minimum CPC’s less of a problem than those in low CPC markets. Advertisers in insurance, loans, mortgages etc markets already pay a high cost per click (£5-£30 max CPC’s), so a high minimum CPC of say even £10 might be lower than their usual average CPC anyway. So for example, Tesco has just a couple of loan related advertisers who can pay that price.

For the above reasons, brands like Amazon will probably have less concerns with competitors. Some of the main areas effected are highly competitive markets with high relevance between brands and product offerings where consumers actively comparison shop for the very best deal. Brands within ‘car insurance’ for example have been hit hard.

These guys pay high CPC’s and have a relevance/comparison shopping nature –

confused serp

go compare serp