Online Marketing Glossary: Trademark Poaching
Friday
Aug 29, 2008
Trademark Poaching:
- The act of using PPC ads to appear as though they have come from a merchant (using its trademark). When clicked on, the ad directs the consumer to the trademark owner’s site through a link that inserted the affiliate ID, generating a bogus commission for any resulting purchase.
It’s for this reason that many merchants don’t allow bidding on their trademarks. It’s easier to police when you go all or none.
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Glossary Definition From ABC’s of Online Marketing by Alexandra Wharton, Issue 22, Revenue Magazine
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BrandVerity
August 29th, 2008 at 4:01 pm
I believe what you've described is more commonly known as 'direct linking'. The term trademark poaching is typically used to describe the purchase of search ads on the trademarked terms.
It also usually refers to scenarios where this activity has been forbidden by merchants (the trademark holders)
TrishaLyn
August 29th, 2008 at 4:46 pm
You mean the bullet point definition? That actually came from http://www.revenuetoday.com/story/abcs+of+onlin..., not me