2018-品牌招标影响报告（英文版）-5mb

Adthena Brand Bidding Impact Report Summary

Core Content

This report explores the challenges of brand bidding and trademark infringement in search marketing, particularly in major search verticals like Amazon and Google. It highlights how these practices negatively impact brand equity, customer acquisition, and return on ad spend (ROAS). The report also discusses the potential of AI solutions to address these issues effectively.

Main Points

1. Brand Bidding Overview

• Brand bidding occurs when competitors bid on a brand's own search terms.
• It is a widespread issue, with up to one third of all branded search queries experiencing competitive brand bidding.
• 50% of advertisers engage in competitive bidding on pure brand terms, which increases the scale and complexity of the problem.
• Brand bidding can lead to CPC inflation, reduced brand visibility, and eroded market share.

2. Impact of Brand Bidding on Brand Equity

• Competitive brand bidding disrupts consumer purchase journeys, leading to lost conversions.
• Brands often rely on resellers or large e-commerce platforms, which can dominate search results through extensive keyword matching and dynamic search ads (DSAs).
• Adthena’s analysis shows that Amazon dominates brand search in retail, capturing up to 49.65% of clicks in some categories.
• 63% of Amazon’s brand search ads appear on low-volume (less than 400 monthly searches) terms, indicating a broad and aggressive strategy.

3. AI as a Solution

• AI offers a scalable and efficient way to monitor brand bidding, detect infringements, and take action.
• AI enables brands to automate insights, identify market anomalies, and reduce the impact of infringement.
• It provides an integrated auto-takedown process, saving time and resources while protecting brand presence.

4. Sector-Specific Insights

• Education, Technology, and Finance are the sectors most affected by brand bidding.
• In Finance, the high cost-per-click (CPC) values amplify the magnifier effect of brand bidding, as both brand and generic terms are heavily contested.
• Longtail brand+generic queries are often overlooked but are equally affected by brand bidding.

5. Case Studies

• Luxury Fashion Brand: Reduced brand bidding infringements from over 30% to 15% using Adthena’s brand protection solution.
• Finance Industry: Demonstrates that brand bidding can significantly impact customer acquisition and ROI.
• Amazon's Strategy: Shows how broad or phrase matching on brand terms allows Amazon to capture a wide range of search queries, including misspellings and longtail terms.

Key Takeaways

• Monitor the full extent of competitive brand bidding to understand the threat and opportunity landscape.
• AI technology is a game-changing tool for brand protection, enabling brands to scale their monitoring efforts and act on actionable insights.
• Focus on reducing brand CPCs and CPAs by identifying and mitigating brand bidding, which is a direct cause of cost inflation and reduced ROAS.
• Brands should prioritize brand keywords and track longtail terms to maintain visibility and control over their digital brand presence.

Glossary

Brand Bidding

• When an advertiser bids on the brand terms of another advertiser.
• It is common in search and often goes unchecked due to lack of regulation or data.

Trademark Infringement

• When a competitor uses a brand’s trademarked term in ad copy or headlines.
• It is a legal violation and can be addressed through takedown requests.

Conclusion

Brand bidding and trademark infringement are significant challenges in digital search marketing, particularly for smaller brands facing competition from market leaders. Adthena’s AI-driven solutions offer a powerful way to monitor, detect, and mitigate these threats, enabling brands to protect their search visibility, reduce CPC inflation, and improve overall ROI. By leveraging AI, brands can gain a comprehensive view of the competitive search landscape and take proactive steps to safeguard their digital equity.