Brand bidding ruling finally

Remember the fuss a few years back when Google starting letting UK advertisers bid on competitor keywords (and the ensuing legal action from Interflora against M&S)? The case ended up at the Court of Justice of the European Union who ruled in late September that Interflora cannot stop M&S from bidding on their brand name.

Remember the fuss a few years back when Google starting letting UK advertisers bid on competitor keywords (and the ensuing legal action from Interflora against M&S)? The case ended up at the Court of Justice of the European Union who ruled in late September that Interflora cannot stop M&S from bidding on their brand name.

On the one hand the outcome of this case was no bad thing. There has been many an occasion where tactically bidding on competing providers' brand names has worked out well for our clients, serving as a solid source of additional revenue and of course increasing brand awareness for our client's brands. On the other it underlines the need to employ both paid search and SEO listings to dominate (as much as possible) the available real estate and protect our client's brands.On the one hand the outcome of this case was no bad thing. There has been many an occasion where tactically bidding on competing providers' brand names has worked out well for our clients, serving as a solid source of additional revenue and of course increasing brand awareness for our client's brands. On the other it underlines the need to employ both paid search and SEO listings to dominate (as much as possible) the available real estate and protect our client's brands.