WallCann, winner of 2 iAwards (Export Award Category and the e-Inclusion and e-Community Category Award), continuously strives to help clients and provide tips on how to protect their brands online.
Recently a WallCann client noticed that one of their competitors online were using their brand name in their Google Pay Per Click campaign. This can be a serious breach of Google’s trademark policy.
In Order to fix this trademark breach, this was what WallCann suggested –

1 - Send an email to the violating company concerned –Trademark owner would need to bring this to their notice and let them know of the Trademark Breach. Trademark Owner would also need to ask them to remove all mentions of YOUR companies trademark from their “Keyword Operator” syntax in Google PPC. They may be able to target each word separately, but a mention of them together forms part of your brand name which they are currently violating.
2 - Submitting Trademark to Google – Incase your brand name is a registered trademark, in your respective country, you can automatically restrict others from using this in any marketing activities through Google Paid advertising online. Please visit the link https://services.google.com/inquiry/aw_tmcomplaint and follow the instructions mentioned.
3 – False Claims - There are no rules online that restrict anyone from making claims that they are one of the market leaders in certain “products”. But if you think that this is false advertising you can very well challenge this with the company itself by asking them to prove it. However there are Australian rules in advertising which can be applied. Passing off is a serious claim and should be referred to qualified legal practitioner. Preferably someone experienced in internet cases.

WallCann can set up and start your own PPC campaign and manage it for you increasing sales and traffic to your site. This will help and build your case further while submitting your trademark to Google.
We strongly suggest we help you start your own Google AdWords campaign. After setup you can select a running cost to suit your budget.
Contact us for the setup costs including (account set up PPC strategy, Keyword Research, Keyword Finalise, Campaign setup, Ad group creation, Text ads creation, Linking to Google maps if any, Integration with Google Analytics and Landing page optimisation advice)

Pay Per Click Advertising -
An excellent medium to target users who are looking for what you are selling

Services like Google, Yahoo and MSN typically sell listings on a cost-per-click (CPC) basis , which gives the advertiser to control their budgets but also gives total control on which keywords to bid on.

Steps to be taken for a successful PPC campaign.

1: Ad Copy
The primary purpose of any on line ad copy is to get a user to click through to visit your website. Before creating your ads you need to determine your target market and keyword selections. If your company focuses on a specific market niche, The ad you create should include your main keywords either in the title or near the beginning of the body text.

Draw attention by using call to action phrases and words that provoke enthusiasm and response. For Eg Use phrases like “Save on DVDs,” “Get cheap stereos,” or “Join now for 20% discount,” etc. Just be cautious and be sure to follow Google’s Guidelines

2: Before writing the text ads: The following steps can be followed before writing a Text ad
• Prepare and finalize your keyword list.
• Identify the immediate benefits that your product or service will offer the web user.
• Think about what you want the searcher to do after they have read your ad

3: Writing text ads: The following steps can be followed while writing a Text ad
• Use keywords in the ad title and in the ad copy,
• Include a call to action such as Join now
• Make sure the message in the ad extends to the page your customers land on after they click on your ad.

4: Ad Positions Keep in mind the following in regards to monitoring and tracking your ad positions
• Carefully monitor your ad position, Cost Per Click , and Click Through Rate. Your Cost Per Click or CPC is your Total Cost divided by your Total Click. A CTR is obtained by dividing the number of users who clicked on an ad on a web page by the number of times the ad was delivered (impressions). For example, if your ad was delivered 100 times (impressions delivered) and 1 person clicked on it (clicks recorded), then the resulting CTR would be 1%.
• A higher CTR and higher CPC results in higher positioning

5: Tracking In WallCann Rewards:
The first step to a successful PPC campaign is to track each keyword, this is done by having tracking id and a Url of relevant landing page. for every keyword that runs in the campaign. This will help in knowing keyword performance and the returns, which will help in reducing the cost.
Eg: Inverters: http://performanceshop.com.au/a/1362/z/google-ppc/power-inverters.html
Where z is the zone defined by you, in this case google-ppc

Some benefits of using PPC:
• Exposure on the net - Your website ads would appear next to Search Results
• Pay for Targeted Success – Launching a PPC campaign guarantees that you will only be paying for the people who are genuinely interested and decide to click through to your Ad.
• Immediate Results – When managed correctly a PPC campaign can produce significant results in a short period of time, sometimes even minutes.
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Google Instant is a new search enhancement that shows results as you type. Google Instant is already available to users on Google domains in the US, UK, France, Germany, Italy, Spain and Russia. This feature will be released in Google Australia over the next several months.
The most obvious change is that you get to the right content much faster than before because you don’t have to finish typing your full search term, or even press “search.” Another shift is that seeing results as you type helps you formulate a better search term by providing instant feedback. You can now adapt your search on the fly until the results match exactly what you want.
Benefits
• Faster Searches: By predicting your search and showing results before you finish typing, Google Instant can save 2-5 seconds per search.
• Smarter Predictions: Even when you don’t know exactly what you’re looking for, predictions help guide your search. The top prediction is shown in grey text directly in the search box, so you can stop typing as soon as you see what you need.
• Instant Results: Start typing and results appear right before your eyes. Until now, you had to type a full search term, hit return, and hope for the right results. Now results appear instantly as you type, helping you see where you’re headed, every step of the way.

WallCann’s Search engine Marketing team can help you prepare for this new search enhancement with any up-to-date information you might need on this new trend. Also ranking on SEO might now seem a bit challenging as only the most relevant sites with relevant keywords would get listed.

Please contact our SEM Manager Sunny at sunny@wallcann.com for more information