• DMNews, Wednesday, November 26, 2008 2 PM

Marketers are divided on the issue of trademark bidding as a search strategy in which one company bids on its competitor's name or trademarked term in PPC campaigns, according to Brian Combs. Search engines Google, MSN and Yahoo don't look favorably on the practice, either, but it's being done more often these days.

If you own a trademark and competitors are bidding on it, Combs reminds us, the increased competition for the trademarked keywords means pricier bids. So, if you are concerned about competitors using your branded terms, defend your trademark by conducting search audits at least once every month and closely monitoring paid search results or PPC contextual ads.

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