Comments on: Brand bidding - who is it good for? http://www.patrickhundt.com/brand-bidding-who-is-it-good-for/ Affiliate Marketing, SEM & SEO Wed, 07 Jan 2009 01:24:16 +0000 http://wordpress.org/?v=2.0.7 by: Internettmarkedsføring http://www.patrickhundt.com/brand-bidding-who-is-it-good-for/#comment-7869 Tue, 04 Dec 2007 22:05:04 +0000 http://www.patrickhundt.com/brand-bidding-who-is-it-good-for/#comment-7869 The cases in the USA has been ruled out in favour of Google, because when somebody search for "ipod", they're not neccessarily looking for an ipod but for a device with the same characteristics as an ipod. The cases in the USA has been ruled out in favour of Google, because when somebody search for “ipod”, they’re not neccessarily looking for an ipod but for a device with the same characteristics as an ipod.

]]> by: KP http://www.patrickhundt.com/brand-bidding-who-is-it-good-for/#comment-1628 Sun, 04 Feb 2007 19:58:36 +0000 http://www.patrickhundt.com/brand-bidding-who-is-it-good-for/#comment-1628 I do it frequently, but it's a double edged sword. It can lead to negative PR. I usually inform my contact at the company that bidding on brand terms is effective but it can cause negative reactions and a bad relationship between competitors. Each company has to evaluate the outcome. If you're a small player I would buy the dominating player's brand, but the dominating player needs to be careful. I know it's common practice to buy brands and stop buying if a competitor reacts negatively. You should check out the book "Co-opetition". It's a great book and touches on some interesting subjects. I do it frequently, but it’s a double edged sword. It can lead to negative PR. I usually inform my contact at the company that bidding on brand terms is effective but it can cause negative reactions and a bad relationship between competitors. Each company has to evaluate the outcome.

If you’re a small player I would buy the dominating player’s brand, but the dominating player needs to be careful.

I know it’s common practice to buy brands and stop buying if a competitor reacts negatively.

You should check out the book “Co-opetition”. It’s a great book and touches on some interesting subjects.

]]> by: Patrick Hundt http://www.patrickhundt.com/brand-bidding-who-is-it-good-for/#comment-1627 Sun, 04 Feb 2007 19:32:27 +0000 http://www.patrickhundt.com/brand-bidding-who-is-it-good-for/#comment-1627 Hi KP, Thanks for commenting. Yes, I think that's right. The user experience is much better when displaying different offers for an iPod search query. However I also think that no merchant cares about that and they shouldn't. The potential customer doesn't understand what's going on behind the scenes anyways ans thus doesn't reward this kind of polite behaviour :) Do you think it's common pratice to bid on competitors brands? Hi KP,

Thanks for commenting.

Yes, I think that’s right. The user experience is much better when displaying different offers for an iPod search query. However I also think that no merchant cares about that and they shouldn’t. The potential customer doesn’t understand what’s going on behind the scenes anyways ans thus doesn’t reward this kind of polite behaviour :)

Do you think it’s common pratice to bid on competitors brands?

]]> by: KP http://www.patrickhundt.com/brand-bidding-who-is-it-good-for/#comment-1625 Sun, 04 Feb 2007 18:54:06 +0000 http://www.patrickhundt.com/brand-bidding-who-is-it-good-for/#comment-1625 Interesting reply and thanks for calling me the "most famous online marketing expert":) A few comments. Seth Godin comment was regarding the restriction on brand terms. His exact comment was: "I don't think Apple has a right to restrict bidding on their name". I think there are several advantages of letting affiliates bid on brand names: - more creativity when it comes to effective ad copy - you give the affiliates some easy money, thereby stimulating them to new and innovative initiatives - you push your competitors down on the placement - you cover more ad space When it comes to bidding on competitors brandnames I think the general rule is to be polite. Don't buy brandnames if your competitors react negatively. If you merely consider the user experience of search, I think the user experience when you search for iPod is enriched if ads for Creative shows up. It's probably not popular at Apple, but I believe the user experiences is better. What do you think? Interesting reply and thanks for calling me the “most famous online marketing expert”:)

A few comments.

Seth Godin comment was regarding the restriction on brand terms. His exact comment was:

“I don’t think Apple has a right to restrict bidding on their name”.

I think there are several advantages of letting affiliates bid on brand names:
- more creativity when it comes to effective ad copy
- you give the affiliates some easy money, thereby stimulating them to new and innovative initiatives
- you push your competitors down on the placement
- you cover more ad space

When it comes to bidding on competitors brandnames I think the general rule is to be polite. Don’t buy brandnames if your competitors react negatively.

If you merely consider the user experience of search, I think the user experience when you search for iPod is enriched if ads for Creative shows up. It’s probably not popular at Apple, but I believe the user experiences is better. What do you think?

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