Bigmouthmedia Reports Google Changes Will Make Advertising Attractive For Comparison Sites
Released on: August 05, 2010, 3:47 am
Industry: Internet & Online
Bigmouthmedia reports that Google's latest changes to its
trademark policy will make pay-per-click advertising more attractive
for comparison sites.
The press conference announcement means that from September 14th 2010 the UK will
now follow Google's existing US AdWords policy, which allows any advertiser to use
trademarked keywords within their advert text in some cases. Using trademarked terms
in advertising copy will remain outlawed in mainland Europe, but following the rule
change keywords will no longer be protected from others bidding on them.
"Aggregators will now have the ability to use brand names in their adverts. This is
likely to improve their click-through rates and quality score, and will therefore
make it more attractive for such operations to bid on brand terms," said Lyndsay
Menzies, Chief Operations Officer at bigmouthmedia.
"In the UK the news may have a large impact on brand bids in industries such as
finance, travel and electronics. While advertisers in mainland Europe will be unable
to put trademarked terms in the advertising copy of their campaigns, the changes are
still likely to have a big impact on brand budgets."
Bigmouthmedia believes that Google's decision to allow anyone to bid for
trademarked keywords across Europe is widely predicted to lead to price rises in the
markets affected. When this happened in the UK - where the policy change was first
rolled out in 2008 - bidding on some brand terms increased by as much as 500% in the
short term. The hike was relatively short lived mainly due to British brands'
unwillingness to get involved in bidding wars, although this may not be the case in
other European countries and brand bidding may break out in earnest.
Founded in 1997, bigmouthmedia is Europe's largest independent digital marketing
agency. With a team of over 200 staff located across 13 offices in 10 countries on 3
continents, the company maximises exposure for major brands online through a variety
of fully integrated digital marketing channels: Search engine optimisation, PPC,
Online Media Planning, affiliate marketing, Social
Networking, Brand Monitoring, Online PR and Web Analytics. Bigmouthmedia also
provides up to date daily digital marketing news to ensure clients
are fully informed and aware of all industry developments.
For further media information please contact:
(44) 131 555 4848
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