{"id":6870,"date":"2018-07-10T08:12:32","date_gmt":"2018-07-10T12:12:32","guid":{"rendered":"https:\/\/www.cscdigitalbrand.services\/blog\/?p=6870"},"modified":"2019-12-12T10:18:13","modified_gmt":"2019-12-12T15:18:13","slug":"paid-search-advertising-your-brand-is-at-risk","status":"publish","type":"post","link":"https:\/\/www.cscdbs.com\/blog\/paid-search-advertising-your-brand-is-at-risk\/","title":{"rendered":"Paid Search Advertising: Your Brand is at Risk"},"content":{"rendered":"<p><em>By Marie Le Maitre, Global Marketing Manager<\/em><\/p>\n<p>Every day around the world, more than <a href=\"http:\/\/www.internetlivestats.com\/one-second\/#google-band\">five billion searches are conducted on Google<\/a> alone. With e-commerce on the rise, businesses<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-6873 alignright\" src=\"https:\/\/www.cscdigitalbrand.services\/blog\/wp-content\/uploads\/2018\/07\/DBS_PaidAdvertising_BrandRisk.jpg\" alt=\"\" width=\"339\" height=\"226\" srcset=\"https:\/\/cscwebcontentstorage.blob.core.windows.net\/cscmarketing-cscdbs-media\/uploads\/2018\/07\/DBS_PaidAdvertising_BrandRisk.jpg 1000w, https:\/\/cscwebcontentstorage.blob.core.windows.net\/cscmarketing-cscdbs-media\/uploads\/2018\/07\/DBS_PaidAdvertising_BrandRisk-300x200.jpg 300w, https:\/\/cscwebcontentstorage.blob.core.windows.net\/cscmarketing-cscdbs-media\/uploads\/2018\/07\/DBS_PaidAdvertising_BrandRisk-768x512.jpg 768w\" sizes=\"auto, (max-width: 339px) 100vw, 339px\" \/><\/p>\n<p>need a strategic and targeted approach to promote&nbsp;their brand online. Paid search advertising is one great way approach, but it comes with its own set of risks.<\/p>\n<p><strong>1. Unauthorized trademark bidding<\/strong><\/p>\n<p>If you work for a popular company with a well-known brand, your trademark is likely being used in paid search advertising. Brand owners often choose to allow partners, resellers, or even affiliates use their brand name in advertising, but not everyone using a brand trademark has been given permission.<\/p>\n<p>Because Trademark rights in paid search advertising differ by country\u2014for example, the U.S. and U.K. are more lenient, while the European Union is stricter\u2014a full understanding of who is using your brand name on all search engines is important. However, unless you proactively send an official complaint to a specific search engine\u2014bearing in mind that there are quite a few out there worldwide\u2014your brand, in conjunction with any other key trademarked terms, is being used illegally by other companies to sell their products and services.<\/p>\n<p><strong>2. Ad hijacking<\/strong><\/p>\n<p>Affiliate programs can be great for increasing your brand\u2019s visibility and acquiring customers outside of direct marketing channels. However, select affiliates may engage in behavior that is detrimental to both your brand and revenue. By using similar headlines, descriptions, and the same display URL to that of your brand, affiliates increase their chance of grabbing direct search traffic.<\/p>\n<p>Hijacking comes into play when a third-party advertiser creates an ad that displays another company\u2019s branded URL, resulting in your company competing for the same traffic as the hijacker, and thus, higher bidding costs. Additionally, an affiliate hijacker can choose to redirect the traffic to the brand owner\u2019s URL, earning a commission on the sale, or divert the traffic to its own URL, resulting in lost traffic for your brand, and higher bidding costs, as well as consumer confusion.<\/p>\n<p><strong>3. Malicious advertising<\/strong><\/p>\n<p>Cyber crime is prevalent in paid search advertising, and could be used to scam your customers or install malware on their network. In 2016, Google took down 1.7 billion ads that violated their advertising policies, doubling the amount they\u2019d flagged in 2015. Later, in February 2017, Google again let paid search fraudsters slip through the cracks and <a href=\"https:\/\/www.zdnet.com\/article\/malicious-google-ad-pointed-millions-to-fake-windows-support-scam\/\">post a fake Amazon ad<\/a> that appeared above legitimate Amazon.com\u00ae ads. Clicking the link led consumers to a fraudulent site\u2014\u201cthe blue screen of death\u201d\u2014insinuating their computer had been infected with malware (which it had not, actually).<\/p>\n<p>Companies with brand protection in place should remember to include <a href=\"https:\/\/www.cscdigitalbrand.services\/en\/brand-monitoring-services\/paid-search-monitoring\">paid search monitoring<\/a> as an integral part of their overall strategy. Spotting infringements early on ensures that customers reach your site, and that the ads they see are consistent with your brand image and policy.<\/p>\n<p><em>&nbsp;<\/em><em>This post is the abridged version of an article originally published at <a href=\"http:\/\/www.masterclassing.com\/experts\/paid-search-advertising-your-brand-risk\/\">Masterclassing.com<\/a><\/em><em>. To read more on how to protect your online assets with a digital audit, go to <a href=\"https:\/\/www.cscdigitalbrand.services\">cscdigitalbrand.services<\/a>.<\/em><\/p>\n<p><strong>&nbsp;<a href=\"https:\/\/www.cscglobal.com\/service\/webinar\/paid-search-monitoring\">Watch our recent webinar on paid search monitoring \u201cThe Missing Link in your Brand Protection Strategy\u201d.<\/a><\/strong><\/p>\n<p><a href=\"https:\/\/www.cscglobal.com\/service\/webinar\/paid-search-monitoring\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-6881 alignleft\" src=\"https:\/\/www.cscdigitalbrand.services\/blog\/wp-content\/uploads\/2018\/07\/061918_Paid-Search-Monitoring_WEBINAR_carousel.jpg\" alt=\"\" width=\"360\" height=\"220\" srcset=\"https:\/\/cscwebcontentstorage.blob.core.windows.net\/cscmarketing-cscdbs-media\/uploads\/2018\/07\/061918_Paid-Search-Monitoring_WEBINAR_carousel.jpg 360w, https:\/\/cscwebcontentstorage.blob.core.windows.net\/cscmarketing-cscdbs-media\/uploads\/2018\/07\/061918_Paid-Search-Monitoring_WEBINAR_carousel-300x183.jpg 300w\" sizes=\"auto, (max-width: 360px) 100vw, 360px\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>By Marie Le Maitre, Global Marketing Manager Every day around the world, more than five billion searches are conducted on Google alone. With e-commerce on the rise, businesses need a strategic and targeted approach to promote&nbsp;their brand online. Paid search advertising is one great way approach, but it comes with its own set of risks. [&hellip;]<\/p>\n","protected":false},"author":13,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[9,521],"tags":[],"class_list":["post-6870","post","type-post","status-publish","format-standard","hentry","category-brands","category-send-email"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Paid Search Advertising: Your Brand is at Risk | CSC<\/title>\n<meta name=\"description\" content=\"By Marie Le Maitre, Global Marketing Manager Every day around the world, more than five billion searches are conducted on Google alone. With e-commerce on\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.cscdbs.com\/blog\/paid-search-advertising-your-brand-is-at-risk\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Paid Search Advertising: Your Brand is at Risk | CSC\" \/>\n<meta property=\"og:description\" content=\"By Marie Le Maitre, Global Marketing Manager Every day around the world, more than five billion searches are conducted on Google alone. 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