Trademarks

The positioning of a brand on the web covers not only organic positioning of your site. Firstly, it is necessary to draw an action plan that defines the goals clear. The first decision we should make is to define if we position our site as a reference of a brand or brand will be an added value of the site. It is clear that achieving equated the brand site, much larger will mean an effort. In any case, AdWords should be one of the tools most able to help us in this task. Since very recently, Google has begun to allow advertisers to use trademarks belonging to other owners, greatly benefiting the branding activities, which is opposite to what has been its policy so far. The direct consequences of this action have been basically two.

In principle, anyone can use any brand. The second consequence is that you due to the system of bids per own AdWords click, expected marks used as key words, to considerably increase its cost. We must, therefore, take a decision on what will be our final strategy, because trying to achieve the identification of a site with a brand will require one much greater flow, at least if we want to do it through the Adwords. On the other hand, can register a kind of Paradox regarding the results. Many users conduct searches by brand, with the conviction that this first result that will be from the official site. But now with this new opening, it may not be so. It should be noted that Google may carry out investigations if it considers that the text of the ad is misleading, or does not provide truthful information.

Ads must not be ambiguous in meaning, i.e. must be made clear that the site is not the official website, but that is the use of the name as a trademark. A very specific example in which one could envision a conflict is when large booking centres employ the name of airlines or hotels as keywords. When we try to reinforce the branding through Adwords campaigns, the result can be difficult to verify. Does not necessarily seek visitors nor sales, but to achieve the identification of the site with the brand. The process can be longer than simply trying to achieve an increase in the volume of visitors. However, Adwords and Google advertising are the way mandatory for advertisers who want to strengthen the brand of your sites identity.

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