how to detect online brand abuse
DESCRIPTION
Never lose visibility, traffic and revenue again! Here are 6 steps to detect brand abuse in Adwords and protect your brand online.TRANSCRIPT
5 minute Guide to
Detecting Online Brand Abuse
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Brand abuse is very common in AdWords ...
Brand Abuse
Brand Abuse
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… and Google doesn’t do anything about it!
Brand Abuse
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The good news is that online brand abuse can be easily detected!
… here are the 6 steps to follow :
How to detect brand abuse?
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1. Develop a Plan
Examine past threats
Determine brand’s vulnerabilities
Assess cost and budget for brand protection
Be prepared to adjust
How to detect brand abuse?
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2. Get the Right Tool Searches the web constantly Self-managed platform Give you an instant overview of your
competitive landscape Easy to use and understand Includes keywords and ads insights
How to detect brand abuse?
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3. Monitor your Environment
Monitor your competitive landscape at all times
Watch out for competitors and newcomers in
your market
How to detect brand abuse?
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We have been monitoring the competitive landscape of different fashion brands in the UK market, tracking down their branded keywords…
How to detect brand abuse?
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For example, here were the newcomers in Gucci’s market :
How to detect brand abuse?
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The tool we use allowed us to drill down to keyword level, showing us the share of search of the top competitors on each keyword.
How to detect brand abuse?
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We were also able to see which websites had paid visibility on each keyword, as well as a reproduction of the ads running for each domain.
How to detect brand abuse?
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This graph shows which websites held a share of paid visibility on the keyword “Hugo Boss” :
How to detect brand abuse?
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4. Discover the Brand Abuse !
… here are some examples :
Brand Abusers
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... Resellers who pretend to sell the brand
They try to attract customers to their website by bidding on branded keywords, but they don’t even sell this particular brand!
Brand Abusers
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… Brands who bet on other brands’ keywords
Some competitors could be using your
branded keywords to attract and «steal»
your customers.
Brand Abusers
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… Spammy websites who just want the traffic
They try to steal your traffic by brand jacking and/or cybersquatting. They sometimes sell counterfeited goods
Brand Abusers
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… Unauthorized resellers
This kind of brand abuse is called grey market
selling, through channels that are unofficial,
unauthorized, or unintended by the
original manufacturer.
Brand Abusers
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How does brand abuse affect YOU?
Less visibility Less traffic Reputation damages Revenue loss
How to detect brand abuse?
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5. Take Action! Document the abuse you detected. Create a report. Notify the legal department. Implement a proactive brand protection
strategy within your company.
Act fast to protect your brand!
How to detect brand abuse?
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6. Stay Alert
Keep track of identified brand abusers. Define other potential threats that you want to track. Set up notifications. Get alerted immediately every time someone abuses your brand!
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The tool we offer is called Hoosh BrandWatch. It shows you instant and accurate data about your brand in online search, allowing you to detect abuse immediately! Read the full article ‘’PPC 101: A 5 Minute Guide to Detecting Online Brand Abuse” on Search Engine Journal.
Discover Hoosh BrandWatch
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What about you?
How do YOU protect your brand against online
brand abuse?
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