Comments on: Google changes UK trademark policy http://www.clicks2customers.com/blog/google-changes-uk-trademark-policy.html Commentary and insights from the employees at Clicks2Customers Thu, 04 Dec 2008 20:11:41 +0000 http://wordpress.org/?v=2.3.1 By: Derrick Kotze http://www.clicks2customers.com/blog/google-changes-uk-trademark-policy.html#comment-93 Derrick Kotze Mon, 07 Apr 2008 08:37:50 +0000 http://www.clicks2customers.com/blog/google-changes-uk-trademark-policy.html#comment-93 Advice for Brand owners in the short to medium term would be to immediately optimize your adcopy. Even though your brand is now open for use on a keyword level, it should still be protected in the creative. - if it's not make plans to do so. Two ways of ensuring you stay visible in what is about to become a much noisier environment would be to: 1. Make sure your Brand is in the headline and if possible, without taking too much away from your message, included in the first or second description line. 2. Try adding "Official Site" next to the brand in the header 3. Don’t blow your budget on being in position one as a clear and branded adcopy could perform equally well in position 2, BUT give some resistance to new publishers going after your market...basically budget for a reduced to negative ROI for the first while if you plan on keeping your ranking. Advice for Brand owners in the short to medium term would be to immediately optimize your adcopy. Even though your brand is now open for use on a keyword level, it should still be protected in the creative. - if it’s not make plans to do so.

Two ways of ensuring you stay visible in what is about to become a much noisier environment would be to:

1. Make sure your Brand is in the headline and if possible, without taking too much away from your message, included in the first or second description line.
2. Try adding “Official Site” next to the brand in the header
3. Don’t blow your budget on being in position one as a clear and branded adcopy could perform equally well in position 2, BUT give some resistance to new publishers going after your market…basically budget for a reduced to negative ROI for the first while if you plan on keeping your ranking.

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