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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.

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Brand Abuse Online

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  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

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