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Hate Bidding War

     
11:40 pm on May 4, 2004 (gmt 0)

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Recently I found my cost of ad campaign in both google and overture has been increased greatly, seems too many people are eager to earn extra money through Google Cash system.

The cost of one my keyword has increased from 0.15/perclick to 0.5/perclick in order to get the top 3 positions at overture.

But now the war ended, the merchant has noticed the bidding war and even itself cannot get the top 3, so it doesn't allow to use it's trademark anymore.

I know this day will come, but I didn't realize it comes so fast

2:26 am on May 5, 2004 (gmt 0)

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well google is changing the rules to allow anyone to bid on trademarked words... so the rules will change again very soon
2:59 am on May 5, 2004 (gmt 0)

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I heard the news, but don't know when google will allow us to use the trademarked words, there are still a lot not allowed
12:02 pm on May 5, 2004 (gmt 0)

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If the Merchant does not allow it, it does not matter what Google says - after all, the merchant's agreement is the one you sign in order to get PAYED.
4:05 pm on May 5, 2004 (gmt 0)

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Exactly, they can tell where you are sending the traffic from. They will simply outlaw it in the agreement, and then not pay you :) Very simple.
2:48 am on May 7, 2004 (gmt 0)

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If the Merchant does not allow it, it does not matter what Google says - after all, the merchant's agreement is the one you sign in order to get PAYED.

Bid on the competitors trademarked terms.

10:33 pm on May 7, 2004 (gmt 0)

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The competition is getting tough. I am too late to participate this Google Cash party. What a pity!
3:34 am on May 9, 2004 (gmt 0)

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I'd say you're hardly too late. You have to be creative with your ideas.
As an idea..
Do you think you'd get more results from advertising PPC at $0.05 for $10.00 peice, and get 100 hits per day, and 10 purchased items at amazon for the usual 5%.. Or would it be more successful to advertise PPC at $0.05 for something that costs $200.00, and get 100 hits per day, and 3 purchased items at amazon for 5%?
Get the idea?
7:22 am on May 9, 2004 (gmt 0)

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Once the Google change takes place, merchants may be encouraging affiliates to bid on their trademarked terms.

If you were a merchant would you rather have:

1) 1 bid on your trademarked terms that you buy going to your website and up to 70 going to other sites/competitors

or

2) The listing your company can buy and a mix of your affiliates and competitors

Seems like the Google change might have some interesting affects.

9:51 am on May 9, 2004 (gmt 0)

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You hold an excellent point. I can see the merchants BEGGING their affiliates to hold the top spots. With or without them. This is going to be a very interesting game.

As it is now, the smart merchants want PPC advertisers, just not ones that bid over them. Hey, holding every spot on the page, you have 100% chance of the sale if someone goes for a sponsored link.

The smart affiliates, well, they're doing something right now too :)

The thing I love about writing, especially about this market, is there's always something new and interesting going on to write about ;)

5:29 am on May 12, 2004 (gmt 0)

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I believe NetZero and Juno have taken a GREAT lead on this issue by opening up bidding on their trademarked search terms. I certainly hope other major CJ advertisers take note of how they reacted to Google's TM policy change.

In the competitive ISP space, it's probably not in NetZero & Juno's best interests to have folks like AOL & Earthlink bidding on their trademarked terms.

If I were NetZero or Juno, I would rather have 8 ads on a page (1 Official, 5 Affiliates, 1 AOL, 1 Earthlink) than 3 ads on a page (1 Official, 1 AOL, 1 Earthlink).

With the first example, pure statistics indicate a 75% (6 of 8) chance of NetZero/Juno gaining the visitor, wherase the second gives a 33% probability. [Ad relevance, aside]

 

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