Paid search, also known as Search Engine Marketing (SEM), refers to paid advertisements to promote products and services by increasing their visibility in search results. The most popular platforms include Google AdWords, Facebook Ads, Yandex in Russia and Baidu in China.
A free ride
If executed properly, paid search is one of the most effective ways to leverage your brand equity and grow your business. A fact that not only attracts legitimate businesses, but also unauthorized parties who use brands as keywords in search marketing, triggering ads that divert traffic to sites promoting unrelated, counterfeit or competing brands. Fake listings are often credible – and any clues that all is not what it seems will only emerge once you’ve visited the advertiser’s site.
Meeting the challenge
Fake listings are divided up geographically – which means, without technology, you will never understand the true scope of the problem. Furthermore, the sheer volume of adverts precludes you from seeing even all the local listings in a single search. Our proprietary platform, Zero, crawls the main search engines at high speed, identifying suspect listings, which are then analysed and removed – employing the search engines’ own standardised processes. That way, we cut off traffic – and revenues – to illicit advertisers.
Read more here and here.