1 / 16

Brand Abuse Online

Brand Abuse Online. David Naffziger CEO – BrandVerity. Common Forms of Brand Abuse. Abuse is most frequently found in channels where abusers can make money. Domain Names Spam & Adware Search Ads. Domain Typos of Virgin Mobile. 3,200. 30,000. 9,000. 200. 20,000 visitors a month. 1,600.

edena
Download Presentation

Brand Abuse Online

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Brand Abuse Online David Naffziger CEO – BrandVerity

  2. Common Forms of Brand Abuse Abuse is most frequently found in channels where abusers can make money. • Domain Names • Spam & Adware • Search Ads

  3. Domain Typos of Virgin Mobile 3,200 30,000 9,000 200 20,000 visitors a month 1,600

  4. The Brand Owner’s Approach • Generate a list of domains • Check the list to see who owns the domains • Find out which domains have traffic • Get those domains back

  5. Find Typos http://www.domaintools.com/domain-typo/ or http://www.citizenhawk.com

  6. Find Brand Extensions https://adwords.google.com/select/KeywordTool or http://www.keyworddiscovery.com

  7. Find International Registrations

  8. Who has Traffic? Good indicators of Traffic: • AdWords Keyword Tool • Input both the full domain and just the stem: (virginatlatic & virginatlatic.com) and check scores • KeywordTracker • Same exercise as with AdWords Keyword Tool • Registration Date • Older registrations are more likely to have traffic • Buy AdWords for every typo in question

  9. Get the Domain Back • Uniform Domain Resolution Process (UDRP) • Quick, Inexpensive Mediated process to recover domains from abusers • Can take 30 days & cost several $K • Anti-Cybersquatting Protection Act (ACPA) • US-based law that allows for up to $100K in damages for cybersquatting/typosquatting • Verizon recently won an award of $30 MM against a typosquatter

  10. Spam & Adware • Utilized to: • Sell your products • Usually by your affiliates or partners • Sell your competitor’s products • Sell knockoffs • May contain legal liability for the brand-owner: • False advertising claims • CAN SPAM compliance • Adware consent

  11. Catching Spam & Adware Abuse • Requires specialized tools • Spam: • Lashback • EmailDataSource • Adware: • Ben Edelman offers a fantastic detection and monitoring service

  12. Search Ad Brand Abuse • Abuse is frequently conducted by organizations that: • Compete with you • Are your partners (affiliates) • Strongly dislike you

  13. Methods of Abuse • How they hide from you: • Reverse geo-targeting • Day-parting • Copy your ad text

  14. Methods of Abuse • How they dodge Google's filters: • TM in Display URL • Variations on TM (typos, spaces, etc.)

  15. Monitoring • Manual • Use Google Translate or other translation tools • Or proxies • Or AOL client • Or anything that gets you an IP from a different location • Do the testing off-hours • Look at the page source • Automated • Shameless plug: BrandVerity PoachMark • Free, no-credit-card trial

  16. Thanks! David Naffziger CEO, BrandVerity Search Ad Monitoring davenaff@brandverity.com www.naffziger.net/blog www.brandverity.com

More Related