E-commerce brands 'hike paid search spending'

Category: Ecommerce

June 23rd 08, 08:59

E-commerce brands increased their investment in paid search following Google's adaptation of the rules on trademarks, new figures show.

The search giant recently announced that non trademark-owners would be entitled to bid on trademarked terms.

According to Hitwise, retail brands upped their spending on paid brand search marketing from 11.3 per cent to 16.2 per cent in the four weeks after the changes were implemented.

Meanwhile, travel companies increased their paid search budgets to 26.6 per cent from 18.4 per cent in the month.

Telecoms brands also invested more to retain their hold over the competition, increasing spending from 18.9 per cent to 22.3 per cent.

The figures follow a prediction from Enders Analysis that investment in TV advertising is to lag behind online expenditure this year, according to Reuters.

Commenting on the Hitwise figures, Robin Goad states on his blog: "It seems that the top brands in the UK have chosen to increase paid search activity on their own brand terms rather than lose traffic to competitors or affiliates."

This news story was brought to you by Bluhalo, a leading UK digital agency.


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