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Microsoft announced recently a change to their trademark policy – they will no longer investigate complaints related to trademark keywords.
This change means now Microsoft adCenter are moving closer to being more in line with Google AdWords – as you may know Google has been allowing bidding on trademark terms for a while!
So what does this change mean? Well, great if you’ve got a big player in your market who you want a slice of – not so great if you are that big player!
One big thing here to note is that the trademark policy change applies to keywords you are bidding on, not the ad text you write. So you can for example bid on ‘Brand X’ as a keyword, but then cannot write “We Are Better than Brand X” or something similar in your ad copy – that is still breaking trademark policy.
Things to consider…
There are some key points within the trademark terms for both AdWords and adCenter which should be considered – some match, some don’t so be aware when importing and transferring campaigns:
As with all topics concerning Trademarks this is still very much a grey area as to whether you should or shouldn’t bid on competitors trademarks. What we are covering in this post is merely the change in trademark policy from Microsoft – the debate will continue within our industry for many years!
A recent case which took place in California may make you rethink your strategy: Binder v. Disability Group
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.