Inside Trademarks Trademark Analytics, Research & Strategy

An Understanding of Keyword Advertising and Trademarks is Critical to Internet Marketing Success

Part I in a series of excerpts from the upcoming Inside Trademarks™ Keyword Advertising Guide (2010)

Internet advertising is a global multi-billion dollar industry. Many forecast that Internet advertising will soon overtake television advertising as the most popular advertising medium. Reports indicate this has already happened in the United Kingdom and Denmark by the first half of 2009.

Search engine marketing is the most popular form of Internet advertising, followed by display, classified and video advertising. Annual spending on search engine marketing in North America alone could reach $26.1 billion by 2013 according to the Search Engine Marketing Professionals Organization's (SEMPO) projections.

The aim of search engine marketing is to promote an advertiser's website by increasing its visibility in search engine results pages (SERPs) through use of a number of techniques including search engine optimization, and others that frequently revolve around the purchase and use of keywords or pay-per-click (PPC) advertising.

As more and more consumers routinely use search engines to find, research and purchase products, it is critical for business and marketing executives to better understand keyword advertising, trademarks and the trademark policies of the major search engines in order to (1) maximize return on investment (ROI) on keyword advertising spend and (2) minimize any improper use by competitors of their company brands and trademarks as keywords.

Pre-order the Inside Trademarks™ Keyword Advertising Guide (2010) for more detail and insights on how businesses implement trademark strategies to maximize ROI on keyword ad spend and minimize the impact of their competitor's use of their trademark-protected keywords.