Periscopix (www.periscopix.co.uk) believes that reaction to Google's trademark policy change announcement is overblown, and will not result in the predicted financial hardship for brands.  The pay-per-click (PPC) specialist also advises companies against making knee-jerk search strategy revisions.

Periscopix highlights that Google's move should not be a surprise, as allowing competitors to bid against trademark keywords has been standard practice in the US since 2004.  In addition, although a similar outcry was recorded when Google announced its intentions the other side of the Atlantic, in the four years that have followed, the move appears to have had little impact on the health of US brands. 
 

Simon Norris, founder and director at Periscopix, comments:  “Statements from industry giants such as Google usually elicit strong opinion.  The trademarks policy is no exception, but it needs to put put into context.  From our position at the heart of the UK paid search sector, we believe that the gloomy forecasts to date are an over-reaction.”
 

Google's move should also provide a more relevant and valuable experience for the user.  Opening up bidding on brand terms makes more products visible through search, which offers consumers more choice.   However, Periscopix reassures companies that this is unlikely to result in reduced sales. 
 

Norris explains:  “Experience shows that people usually search on specific brands, rather than the generic product term. Even though a search will often produce a list of alternatives, users still usually click on the link that contains their original term.  Regardless of this, we believe it is important to provide them with as much choice as possible.”
 

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About Periscopix

The company creates online advertising campaigns for small, medium and large corporates that focus on maximum ROI.  It is one of the few companies to offer its own automated bid management system, optimising campaign performance and allowing for the best possible return on search marketing investment. Periscopix prides itself on its individual approach to campaigns and uses its knowledge of the industry to create bespoke campaigns that have delivered outstanding results for the likes of Haymarket Business Media, Marie Curie Cancer Care and Informa Conferences.

If you would like to speak to Periscopix about this or any other online advertising related issues, please contact Kate Alexander (kate@vanillapr.co.uk / 020 8946 3739) or Nicola Males (nicola@vanillapr.co.uk / 01932 847322).