Product category:
Search marketing
News Release from: Periscopix | Subject: Google's trademark policy
Edited by the Marketingservicestalk Editorial
Team on 28 April 2008
Periscopix puts perspective on Google
policy
Periscopix believes that reaction to Google's trademark policy change announcement is overblown, and will not result in the predicted financial hardship for brands.
The pay-per-click (PPC) specialist also advises companies against making knee-jerk search strategy revisions Periscopix highlights that Google's move should not be a surprise, as allowing competitors to bid against trademark keywords has been standard practice in the US since 2004
This article was originally published on Marketingservicestalk on 5 Mar 2007 at 8.00am (UK)
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In addition, although a similar outcry was recorded when Google announced its intentions the other side of the Atlantic, in the four years that have followed, the move appears to have had little impact on the health of US brands.
Simon Norris, founder and director at Periscopix, commented: "Statements from industry giants such as Google usually elicit strong opinion.
"The trademarks policy is no exception, but it needs to put put into context.
"From our position at the heart of the UK paid search sector, we believe that the gloomy forecasts to date are an over-reaction".
Google's move should also provide a more relevant and valuable experience for the user.
Opening up bidding on brand terms makes more products visible through search, which offers consumers more choice.
However, Periscopix reassures companies that this is unlikely to result in reduced sales.
Norris explained: "Experience shows that people usually search on specific brands, rather than the generic product term.
"Even though a search will often produce a list of alternatives, users still usually click on the link that contains their original term.
"Regardless of this, we believe it is important to provide them with as much choice as possible".
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