Just came across this ad copy in my Gmail. The text ad copy wasn’t compelling enough to get a click-through from me; however, the title did.
Why is Sony Ericsson promoting “motorola” brand? Did the search expert copied previous campaign for Moto? Or, is he really a big fan of Motorola? Let Sony E. tell you.
Marketers, you may not have enough operation experience in search, but do take a look at the ad copy before it goes live.
Related Digital Marketing Posts Other Readers Enjoyed:
{ 3 comments }
Hi Rocky, I’ve recently attended a digital comms workshop and heard an attendee mention this- Advertising your competitors ads?!? Google does not permit that, but somehow the ad appears. I guess it’s just a matter of time before Google discovers and suspends the ad. But I am wondering if these are genuine mistakes, or some shady tactics going on that I’m not aware of.
For search campaigns with Google AdWords, it depends on the region you target. Generally, you can bid on the brand terms (S.E. can bid on “motorola”) unless the owner (moto) tactically files trademark complaint w/ Google.
However, for US/Canada Trademarks, your competitors can definitely bid on your brand terms though you can prevent them from including the brand terms in the copy.
For the above case, Motorola can protect its brand from being used in the ad copy; S.E. shouldn’t use competitor’s brand name in content match.
It’s a tactic sometimes you bid on your competitors’ brand terms in search campaigns to hijack their search traffic. But, the ad i came across was from content. The page was not about motorola; displaying its brand name solely as the title doesn’t make a good ad.
Cheers,
Rocky
Freak Show! So would Motorola file a case against Sony for this?
Comments on this entry are closed.