Page Impressions Ltd Blogcetera: Google to allow bidding on Brands in UK

Monday, April 07, 2008

Google to allow bidding on Brands in UK

Google announced today that, as of May 5 2008, it will allow open keyword bidding on all terms in the UK and Ireland, bringing these territories in line with the US and Canada.

Simply put, this means that the search giant has abolished its previous system in which a registered trademark could not be bid on by competitors.

Open keyword bidding was rolled out across the US and Canada in 2004 and means that competitors can now bid on a registered trademark, although they will not be able to use trademarked terms in their anchor text or text snippets.

For many, this is unlikely to be welcome news, although some major price comparison sites could see advantages. Until now, clients in the UK and Ireland have benefited from a large amount of relatively cheap traffic from searches on their brand name. The new move is likely to mean trademark holders and competitors will need to significantly increase their bids for the top spots on crucial brand keywords.

The roll out looks on the face of it a very clear revenue boosting idea by Google and no apparent benefit to the leading brands, users or ISPs with all the revenue flowing to Google. The biggest impact is likely to be in developing keyword navigation from the browser address bar which has traditionally been a source of significant revenue for both MSN via Internet Explore and Google via both Internet Explorer and more explicitly via Firefox.

This technique of Direct Navigation was first pioneered by RealNames between 1999 and 2002 before they closed at the behest of MSN. Simply typing a keyword such as “Amazon” into the browser address bar would take you directly to the Amazon site applicable to the territory setting in your browser. After the demise of RealNames, MSN has taken this traffic to MSN search and benefitted from the sponsored listings in a relative benign way although generating millions of dollars in PPC revenue. Google were quick to spot the opportunity and have similarly “hijacked” this traffic from the address bar to their search results. They took this a further step forward when they signed an exclusive deal with Firefox to send all keyword traffic to either search results or on “exact match” to the site in question. Now they are introducing bidding on these terms where will the “exact match” branded keyword go now.

You may feel that this is an excellent use of the web and Google are performing a fair service. However, the browser address bar is not owned by Google or MSN and any interference of outgoing traffic is the same as ease dropping on a phone call being dialled and redirecting the requested call to an alternative location of their choosing. Typing a keyword into a browser address bar is a “DNS error”. Under law you can only redirect it after a NXD or Non-existent domain error has been generated by the Authoritative Name Servers (ANS). So why has MSN and Google got away with this abuse? Well MSN won the right to be able to do this activity in the US and indeed all such search requests are indeed redirected to their servers in Redmond cost the ISPs significant transit costs. Google on the other hand have no such “get out of jail free card”, but have continued to redirect keyword traffic straight from the browser bar. This is not a cost free service since the ISPs naturally end up picking up the transit costs. Now Google wants a larger slice of the cake by forcing Brand names to bid up their own trademarks.

Two bodies who could deal with this issue, ICANN and the ITU, seem strangely silent on this activity and seem content to let Google and MSN to make unreasonable profits paid for by the ISPs.

9 comments:

Jayna firman said...

produk kecantikan kolagen produk kecantikan tabita pemutih kulit cream been bink cream yashodara dr rochelle skin expert tabita skincare grosir tas branded grosir baju korea importir tas branded supplier busana muslim supplier baju korea Jual Rumah Karawaci Jual Rumah di Karawaci Jual Rumah Tangerang Jual Rumah di Tangerang Jual Rumah Jakarta Jual Rumah di Jakarta

Rudolf suwiko said...

Harga Paving Tembok Koleksi Tas Terbaru Desain Rumah Gratis Jual Rumah Alam Sutera Pemutih Kulit Khusu Tas Fashion Rumah Dijual Di Ser Grosir Tas Import Jual Krim Pemutih Grosir Baju Korea Harga Kanopi Minimalis Baju Branded Murah Rumah Dijual Bsd Pemutih Kulit Jual Baju Korea Perumahan Gading Serpong Harga Pipa Besi Baju Korea Jual Beli Rumah Di

Ara khodijah said...

jual rumah tangerang alam sutera jual rumah tangerang bsd jual rumah tangerang gading serpong Jasa Bangun Rumah jasa bangun rumah jasa desain jasa desain arsitektur jasa desain furniture agen properti jual beli rumah jasa konsultasi properti jasa kontraktor jasa kontraktor contblock jasa kontraktor cor hotmix jasa kontraktor drainase jasa kontraktor instalasi listrik jual seragam kaos konveksi baju jual kostum bola sablon polyflex jual baju online Video Jasa Rumah Bangunan Jasa Arsitek Jasa Desain Interior Jual Paving Block Jual Pasir Jual Bata Biro Jasa Jasa Pemasaran pelatihan karyawan jasa akuntansi biro jasa perijinan Rental Mobil Jakarta Jasa Catering Jasa Video Shooting

Wesley yuniarty said...

training leadership jasa video editing langkah penjualan konveksi baju jasa video repeat order Analisis Likuidita pemasaran produk brand menempatkan diri dalam sebuah teem catering email marketing TrainingCross functiona tempat sewa mobil konsumen menggunakn conputer konsultan pajak business card profesionalitas kerja jasa pemasaran produk referensi penyelenggaraan pada karyawan jasa event penghargaan bisnis training manajemen promo sewa mobil produk menguasai skill Analisis Akutansi website website investasi saham jasa pemasaran online program manajemen pengetahuan tas import branded jual baja ringan jasa kontraktor Biro Jasa jual apartemen aceh langsa jual rumah dki jakarta

Sunny ipank said...

Rumah Gading Serpong Perumahan Murah Gading Baju Branded Murah Toko Baju Wanita On Desain Rumah Minimalis Harga Tas Gambar Truk Molen Tas Grosir Murah Produsen Tas Toko Online Jasa Bangun Rumah Jual Rumah Bsd Nusa Toko Online Cor Beton Grosir Bahan Bangunan Harga Railing Tangga Permainan Truk Pasir Model Desain Rumah Harga Pagar Minimalis

Maple edy said...

Sman 1 Genteng Harga Atap Baja Ringan Per M2 Mesin Paving Harga Hebel Interior Ruangan Teralis Pintu Minimalis Pusat Grosir Tas Import Tas Rumah 500 Juta Di Bsd Ukuran Genteng Design Taman Instalasi Listrik Rumah Taman Minimalis Batu Alam Design Interior Ruang Tamu Beli Rumah Di Alam Harga Pipa Galvanis Jual Rumah Di Kencana Loka Harga Rumah Nusa Loka Pintu Garasi Minimalis Herbal Kosmetik Waj

Wesley yuniarty said...

kelebihan pasir silika bangka belitung karakteristik celcon hebel beton ringan cara memasang hebel bata ringan cara menghitung biaya atap baja ringan jasa arsitek rumah desain interior rumah minimalis taman rumah minimalis waterproofing membrane jual hebel miliki harga kanopi baja ringan mudan genteng metal rangorang kanopi rumah setiap jasa cor nCaliforniaColoradoIllinoisO jual conblock like jual pipa galvanis khas jasa instalasi listrik tes tukang taman jakarta onomi jasa bangun rumah mencuci gambar interior rumah uas epoxy lantai abaikan

Vicente wiko said...

Baju Gamis Terbaru Baju Korea Grosir Grosir Baju Import Murah Fashion Grosir Toko Baju Anak Online Grosir Busana Muslim Model Baju Wanita Grosir Baju Bandung Toko Baju Anak Online Jual Baju Import Murah Grosir Busana Muslim Baju Korea Grosir Grosir Pakaian Wanita Baju Korea Online Baju Dress Terbaru Baju Pesta Online Online Shop Baju Baju Wanita Import Baju Wanita Korea Baju Wanita Terbaru

raybanoutlet001 said...

cheap nfl jerseys
polo ralph lauren
bears jerseys
pittsburgh steelers jersey
ugg outlet
jordan shoes
mbt shoes outlet
michael kors handbags
atlanta falcons jerseys
rolex replica watches