Hello, As you all might know from mid September Google is forced by the EU to stop protecting targeted trademarks within Adwords for Europe. In the UK and US this is already in place for a longer period of time. From September anybody can target any trademark in Europe they wish. Beside the fact if this would be interested to target I am more struggling with the effect on CPC and conversion for my own trademarked names. Does anybody has hands-on experience/figures to share on this matter? Did your CPC rose? How much? Did it effect your conversion rate? Do you known any market agreements for big players, not targeting eachother brandnames? Any info/thoughts/views/experience/figures on this development would help. Thanks in advance
> In the UK and US this is already in place for a longer period of time I am aware of no such thing in the US, or UK or anywhere else for that matter. If a trademark owner asks Google so that their trademark NOT appear in ads, Google will comply, unless an advertiser gets permission from the trademark owner. Note that anyone can bid on keywords containing the trademark. Now, assuming this is correct, I don't see how this will affect your CPC. These terms still follow the same supply and demand rules. If a bunch of people want to bid on Microsoft for example, that will drive the price up. Your Quality Score will still be determined mostly by your click rate. QS and bid will still determine your ad position among competitors. QS will also determine how much you pay. The fact that you are bidding on a trademark doesn't change that fact. Click rates will still be determined on what your ad says. Doesn't matter if you have the trademark in your ad. Sure, it can help increase CTR compared to using a generic term but don't focus only on that. As for conversions, it may help but that number is mostly determined by your landing page, not the ad. I would anticipate no change there.
I agree. You cannot do this in the US or UK right now. if you could, then I'm sure cost per click would rise.
@Lucid Web Marketing & PPC-Coach: Thanks for your reply! But maybe I was not clear enough but I didn't meant using trademarks within the ad text, because that is still prohibited as I understood, but just the trademark AdWords keyword bidding. Currently I am the only one who can target or shows up in the Adwords paid results for my trademarks and managed to lower it to 0,01 and still show up, but in September that will change. I understand the Adrank (QS*bid) will still determine my ad position and is expected to be higher as I can use the keywords in the ad texts. But if competitors will bid way more that the 0,01e it could be possible my Adrank will be beaten and the actual CPC will rise. For the amount of traffic I receive on my trademark, a rise from 0,01 to 0,02e will be catastrophic for my monthly Adwords budget.
Any other experiences, views or thoughts on this specific matter? I am very curious about how you guys/girls handle this change in policy. Thanks in advance.