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Subjects > Computers (Search for Computers) > Internet (Search for Internet) > Web (Search) > Search Engine News (Search)
Garnet,
The US Federal judge ruled in Google's favor today - it *is* OK to bid on trademarked terms, like company names, brand names, etc.
The giant insurance company Geico sued Google for allowing competing advertisers to dilute their brand on Google Adwords, but Judge Brinkema said "There is no evidence that this activity alone causes confusion."
Bottom line for you: You can bid on trademarked names, you just can't use those names in your ads.
Now Geico is understandably unhappy with the fact that when people search for "Geico Insurance," other insurance company ads show up on the right side.
Yes, it cost them a lot of money in brand- and reputation-buiding to get someone to search for Geico, and then other insurance companies jump in the fray and grab some traffic.
This is a double edged sword. If you're a little guy trying to cash in, this is great. If you're a bigger guy and you've got a reputation you've built - if people actively search for you or your company - than you're probably not so happy about this.
Well there's an easy solution for Geico, or you, or any other advertiser who wants to prvent this from happening. Make sure your website turns visitors into dollars (like I constantly harp about)... and then launch an affiliate program.
See, if Geico had an affiliate program, they'd have dozens of affiliates bidding on "Geico" and they would literally crowd out the rival advertisers. When people type in "Geico Insurance" they're a LOT more likely to click on an ad that represents Geico than anything else. The rival ads get a lower click thru rate and almost entirely vanish.
The next objection, of course, is going to be "Hey wait a minute, I spent all this money building my brand, why should I share the money with affiliates now, when someone finally decides to buy insurance?"
The answer is: Yes, you will share your profits with others, but those same affiliates will advertise in nooks and crannies on the Internet that you couldn't possibly reach through the usual corporate command-and-control mentality. What you pay them for searches on "Geico" will be very small in relation to the traffic they bring you from
What I teach in my books, courses and coaching programs is that when you use pay-per-click traffic to perfect the sales process on your website... then add affiliate marketing to the mix... you get explosive results. You achieve a "tipping point" where everyone sends you their traffic because your program pays more than everyone else's. It's a really, really comfortable position to be in.
And it's not voodoo - it's hard science.
If you're an experienced Adwords advertiser, then you definitely need to know about my Ultra-Advanced course. It picks up where the Definitive Guide leaves off, laying out an entirely new level of strategies for winning this game: www.AdwordsBlackBelt?Create|Search.com
If you're new to Adwords, my Definitive Guide to Google AdWords (Search) shows you how to reach that elusive tipping point, one simple step at a time. I recommend the Expanded Version which includes a special tele-clinic called "Jetfuel for GoogleCash?Create|Search" : www.perrymarshall.com/adwords
To your success,
Perry Marshall
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