Business
Why Trademark Abuse in Paid Search Is a Growing Risk for Financial Institutions
Global Banking and Finance Review
Company
When customers look up your company on Google (or any other search engine) they’re already primed to buy or work with you.
When customers look up your company on Google (or any other search engine) they’re already primed to buy or work with you.
But what if competitors or shady partners snag their attention first? And worse – they’re doing it partly on your dime?
The problem’s way bigger than it seems. That said, unauthorized use of your trademark in paid ads isn’t just a nuisance – it’s a legit budget killer.
Why?
For a two not-so-fun reasons:
Bottom line – you’re losing thousands every month. Yep. That bad. And ignoring the very issue just lets it get costlier. So let’s break down how it happens, why it’s tough to spot, and, most importantly, how to fix it.
In case you want to dive deeper, here’s a Wikipedia page on trademark infringement. We’d love to explain everything single thing by ourselves, yet covering it all would take way more than one (or even two) articles of the same volume.
Affiliates who break the rules. That’s the short answer.
Some of them sneak your trademark into their campaigns to hijack traffic through links and pocket a commission. Usually, this is straight-up against the contract, yet they roll the dice anyway – just at your expense. Then there’s competitors poaching customers: they’ll run ads on your brand’s search terms to swipe users at the last second – so that instead of landing on your site, the customer ends up with them.
And don’t forget lead generators. The shady ones, anyways. They mimic your ads, scrape user data, or sell the same leads to multiple companies, thus creating a literal mess and extra risk.
Honestly, it’s somewhat hard to picture without a real example. That’s why we pulled up an old but demonstrative one: Nestlé and Cadbury had a meltdown over the shape of… a Kit Kat. Of its form, to be more precise. You can read more about this case in the following legal opinion.
In a lot of ways. For starters:
Various financial institutions. They’re probably hit the hardest. They handle the highest-value transactions and the most sensitive data. Plus, the misuse of their brands in search ads is made worse by a few tricky factors:
Let’s talk damage control – if not full prevention, at least ways to soften the blow:
Lastly, scan search results regularly in key regions. If there’re any violations – capture them by screenshots or clips. On top of that, try checking for URL mismatches (what users see vs. where they land) and set up real-time alerts for activity. And for full coverage, check out Bluepear – their PPC brand monitoring tool catches issues fast, with user sims, constant updates, affiliate tracking, and more.
Best of luck to you!
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