Now that the dust has settled on Google's controversial changes to trademark protection in the UK, we've completed a piece of research to see how the search landscape has changed.
We took a list of 100 top brands across different sectors and looked at the search results page for searches on the brand name itself. I was expecting a scene of carnage as brands bid against each other in a scramble for valuable traffic. The reality was very different - in fact the remarkable thing really was how little paid search is happening around key brand terms.
The full white paper on Trademark Bidding on Google is now online.
We took a list of 100 top brands across different sectors and looked at the search results page for searches on the brand name itself. I was expecting a scene of carnage as brands bid against each other in a scramble for valuable traffic. The reality was very different - in fact the remarkable thing really was how little paid search is happening around key brand terms.
- Almost half of all brands - including companies like HSBC, Tesco and Marks and Spencer - are not bidding on their own brand terms.
- 14% of our surveyed brands showed no paid search activity.
- Bidding by direct competitors on brand terms is largely restricted to just two sectors: finance and travel.
The full white paper on Trademark Bidding on Google is now online.
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