Brand Protection Case Study: Avery Reduces Brand CPC By 64%

The Search Monitor is a powerful set of tools that empowers even the largest brands to stop trademark abuse in online advertising, saving them potentially millions of dollars in ad spend. Avery Products Corporation, a label manufacturer that generates $175 million in revenue every year and employs more than 20,000 people, started using The Search Monitor to fight back against brand bidders who were abusing their trademark and driving up ad costs. Ultimately, taking advantage of The Search Monitor’s powerful brand monitoring and automatic trademark enforcement capabilities stopped all competitors from using Avery’s trademark in their advertising, resulting in:

• Brand Cost-Per-Click Decreased By 64%
• Clicks Increased 34%
• Overall Cost Decreased 51%

Read on to learn more about how Avery used The Search Monitor to stop brand violators and cut their advertising costs, or click the Get Started  button above to request a demo and see TSM in action.

COMPANY BACKGROUND

Avery Products Corporation is an industry leader in the manufacture and distribution of self-adhesive labels, so much so that their name is synonymous with label products. Although they sell labels, Avery’s focus is on providing software-based solutions in the form of their design and print online tool, as well as a one-stop premium-printing service, WePrint.

CHALLENGE

Avery’s trademark was being used by unauthorized advertisers. The Avery trademark was presumably being used to improve the relevancy of competitor ads targeting searches involving “Avery,” thereby improving the offending competitors’ quality scores and lowering their cost to advertise. This made it easier for competitors to be more competitive for top-of-page listings. In turn, this increased Avery’s average cost-per-click for advertising on brand searches.

SOLUTION

Through their search engine marketing agency, Chacka Marketing, Avery used The Search Monitor to catch competitors’ use of Avery’s trademark in their ad copy. The monitoring service provided daily reports with:

• Names of the violators
• Details of their ad copy
• Time and date of each violation
• Screenshot of each ad
• Destination URL for each ad

Equipped with this information, Chacka Marketing leveraged the Search Monitor to routinely file trademark violation notices with Google, Bing and Yahoo. Once the respective channels validated the reported violations, the culpable ads were removed.  However, despite these efforts, one particular competitor (“Competitor A”) kept showing up week after week in Chacka’s reports. No matter how many times violations were submitted to the search engines, Competitor A would reappear with new ad copy that prominently featured the Avery trademark in their headlines. Armed with a litany of reports from The Search Monitor, Avery issued a cease and desist letter to Competitor A, with which they immediately complied. Competitor A has not since run any ads violating Avery’s trademark.

RESULTS

Without the boost to their ad relevancy that the incorporation of the Avery trademark was giving them, Competitor A and others could no longer afford to aggressively bid on Avery brand terms. As a result, their brand CPC decreased by 64%, clicks increased 34%, and overall cost decreased 51%. The reduction in brand CPC saved Avery thousands of dollars a year. These savings have been  reinvested to drive more awareness, qualified site traffic, and ultimately sales for Avery.

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