Extracting Value out of Your Trademark Search Strategy

Posted by Brian Beltz

It’s Time to Rethink Your Trademark Search Strategy

Is bidding on your own trademarked terms worth the ad spend? It’s a common question.

You’re already ranking in the first position organically. Barring competitors bidding on your trademark terms, you’ll remain at the top of the search engine results page. But with the addition of audience and customer list targeting, a subpar or nonexistent trademark search strategy leaves rich opportunities on the table.

Many brands assume that visitors arriving by trademark terms are already motivated to engage with their website, simply driving prospects to their homepage. The assumption is that your site visitors will easily navigate to the content they’re looking for, potentially using site links to get there faster.

Most trademark search strategies include a few bid adjustments so you can more opportunistically target users who have recently visited your site. You may even more-aggressively target users who have abandoned their cart. But there may be more you should be doing.

Learning from the Grocery Store

Long ago, grocery stores discovered that placing the most-commonly purchased items in the back of the store opened new opportunities to promote other products. Supermarkets engaged shoppers with messaging and additional items throughout their shopping experience. As shoppers walked to and from their go-to options, they were more likely to purchase other products in the store.

The advent of audience remarketing and customer match lists offers you a similar opportunity. You simply need to adjust your trademark search strategy.

The Customer-Prospect Balance

A common search best practice is to serve visitors the most relevant content to their search query. Relevance is a key component to quality score, after all. But as we learned from grocery stores, you can effectively balance serving messaging in line with your prospects’ objectives and your own. In order to create that balance, you must accurately segment your audiences.

Both current and prospective customers visit your website, but your marketing goals are likely geared toward acquiring new customers. Advertisers often add negative keywords such as “login” to their trademark search account, thinking the prospective visitor is already a customer. This line of thinking is how you may miss valuable opportunities.

Taking Advantage of Opportunities

How do upselling and retention impact your trademark search strategy? You may consider these objectives when running email and social media campaigns. But what about trademark search?

If a customer is in the final months of their subscription, wouldn’t you like to encourage them to renew before expiration? If a customer frequently purchases dog food, couldn’t you incentivize them to buy flea and tick prevention too? Do you expect frequent customers to be the earliest adopters of the app you’re looking to promote?

By using customer match lists and other forms of user targeting – combined with tailored landing pages – you can pursue these same objectives with trademark search terms. Rather than creating audiences for bid adjustment purposes, you could also target customers with the goal of driving them to a landing page with tailored messaging.

Specific target audiences and landing pages are valuable in many campaigns, however – well beyond customer upsell and retention. By segmenting and targeting clearly-defined audiences and creating custom landing pages, you can extend passed marketing goals alone and help achieve broader business goals.