Guest Post by Kathryn Szymczyk

In a recent post, I blogged about Google’s new trade-mark policy in Canada with respect to Google AdWords advertising. In that blog post, I brought your attention to the fact that Google, in response to recent case law in Canada, amended its policy regarding the use of third party trade-marks in advertisements. The result was a less restrictive policy for Internet advertising through Google. Google’s AdWords trade-mark policy has not changed in 2011. However, a recent Court of Appeal decision has made Canadian law on the subject less clear.

One of the cases that appeared to lead Google to a less restrictive policy, was the 2010 decision of the British Columbia Supreme Court in Private Career Training Institutions Agency v. Vancouver Career College (Burnaby) Inc. (2010 BCSC 765, aff’d 2011 BCCA 69). In that case, the court sought to determine whether use by the Respondent of its competitor’s names as advertising keywords was “misleading advertising” under a governing bylaw. Not finding any previous jurisprudence on the subject in Canada, the judge equated “misleading” to “confusing” and resorted to an analysis based on trade-mark law. On that basis, the judge found that the Respondent’s use of its competitors names as advertising keywords, did not constitute false, deceptive or misleading advertising.

Many considered this decision to be judicial confirmation that use of a competitor’s trade-mark as an advertising keyword was not trade-mark infringement. Google’s policies appeared to be amended on this basis. However, as I noted at the end of my previous blog post, simply adhering to Google’s policies, which are based on its understanding of the law, would not be a defense to trade-mark infringement or passing off in the Canadian courts.

In 2011, Google’s policies remain the same. However, as a result of the decision on Appeal of the above noted case, Canadian law is not as clear. Although the British Columbia Court of Appeal came to the same basic conclusion as the Supreme Court of British Columbia, Chiasson J.A. notes at the end of his decision that the case was not a trade-mark dispute but rather a regulatory matter. The only issue that was determined in the case was whether or not the Respondent contravened the governing bylaw which prohibited false, deceptive or misleading advertising.

With this decision, it is again unclear whether use of a competitor’s trade-mark as an advertising keyword could ever be considered trade-mark infringement or passing off in Canada. As such, Internet advertisers would do well to be cautious. Care should be taken not to use the trade-marks of competitors in any way which could be construed as causing confusion amongst the average consumers as to the source of the associated goods and/or services.

Are you bidding on your competitor’s trade-mark as a keyword in Google?

Kathryn Szymczyk, Lawyer and Trade-mark Agent with the national law firm Borden Ladner Gervais LLP, has been practicing trade-mark law for the last 13 years both in Canada and Europe. She has a special interest in the effect that the Internet has had on the use and protection of trade-marks and copyrights.

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Google AdWords and Trade-Mark Laws: From a Canadian Perspective is a post from: SEO Ottawa | Search Engine Optimization and Internet Marketing Agency | WebFuel

The new Google AdWords Certification program replaces the long-standing Google Advertising Professionals (GAP) program. It features a more rigorous examination process designed to provide more comprehensive and up-to-date strategy-focused training based on the latest tools and best practices for managing Google AdWords accounts.

“As a full service Search Engine Optimization agency, we pride ourselves in staying on top of search including paid search. Therefore, it was important for us to complete the new standards to achieve the new Google AdWords Certified Partner status” said Helen Faber, Owner of WebFuel Inc..

Google AdWords Certified Partners Status – What is it?
For those of you who aren’t sure what that means, Google Adwords Certification is a globally recognized certification program, operated by Google. Partner status is awarded to certified agency partners that provide digital advertising – and meet the eligibility criteria.

How can you verify Google Partner Status?

Click to verify

Google provides certified partners with a badge to publish on their website. This clickable AdWords badge links to a Google Certification Program profile page to show clients that the agency is an authentic Google Certified Partner. In addition, authentication can also be done via Google Partner Search page. Search Engine Marketing Professional Organization (SEMPO) also lists Google AdWords under the certifications section in each member’s profile. This is also done via a verification process.

WebFuel adds this certification to our rapidly growing list of accomplishments. Last month, we announced the AdWords certification of two employees with specializations in Display Advertising. In October, Helen Faber was appointed the Ontario Chair, SEMPO Canada.

About WebFuel Inc.:

WebFuel is an ethical Search Engine Optimization (SEO) agency specializing in Canadian Search.

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Google AdWords Certified Partners – WebFuel Ottawa’s First Official Certified Partner is a post from: SEO Ottawa | Search Engine Optimization and Internet Marketing Agency | WebFuel

Guest Post by Kathryn Szymczyk

Advertising on the Internet. What you should know about Google’s new Canadian AdWords policy.

As a result of litigation in Canada and throughout the rest of the world, Google has recently changed its AdWords policy in Canada to be less restrictive to advertisers. However, using the trademarks of third parties can still result in your advertisements being removed or, possibly, a trademark infringement action against you. As such it is important to be careful when using trademarks registered by third parties in any aspect of your online advertising. 

Google’s New AdWords Trademark Policy for Canada

As you may know, Google AdWords permits users to pay a fee for having their advertisement appear when a certain keyword is entered into Google. Often the keywords, or AdWords, sought by advertisers are the registered trademarks of third parties. Using registered trademarks as Adwords was always permitted.  However, in order to protect itself against claims by trademark holders, Google’s original policy was to remove any advertisements which used a registered trademark in the ad text, upon request by trademark owners. As of September 14, 2010, Google will no longer remove advertisements that use trademarks registered by third parties in the ad text, provided that the advertisers fall into one of three categories. The following are the permitted uses of trademarks in ad text, according to Google’s new policy (as stated in Google AdWords Help):

1. Ads which use the term in a descriptive or generic way, and not in reference to the trademark owner of the goods or services corresponding to the trademark term.
2. Ads which use the trademark in a nominative manner to refer to the trademark or its owner, specifically the following:

• Resale of the trademarked goods or services: The landing page of the ad must sell (or clearly facilitate the sale of) the goods or services corresponding to a trademark term. The landing page must also clearly demonstrate that a user is able to purchase the goods or services corresponding to a trademark.

OR

• Sale of components, replacement parts, or compatible products corresponding to a trademark: The landing page of the ad must sell (or clearly facilitate the sale of) the components, replacement parts, or compatible products relating to the goods or services of the trademark. The landing page must also clearly demonstrate that a user is able to purchase the components, parts or compatible products corresponding to the trademark term.

OR

• Information sites: The primary purpose of the landing page of the ad must be to provide informative details about the goods or services corresponding to the trademark term. Additionally, the landing page may not see or facilitate the sale of the goods or services of a competitor of the trademark owner.

This change in policy in Canada brings it into line with the policy in the U.S., Google’s least restrictive for advertisers. The changes will make it more difficult for trademark owners to have advertisements removed. They will not only be required to show that their trademark is being used in the text of an advertisement, but also that the use falls outside the permitted exceptions.

It is important to note, however, that Google’s policies cannot prevent trademark owners from suing Internet advertisers for trademark infringement or passing off in the Canadian courts. Both such actions provide that the defendant show that there has been no trademark use that has resulted in confusion of the average consumer as to source.

Have you considered these recent changes in your Google AdWords campaign?

Kathryn Szymczyk, Lawyer and Trade-mark Agent with the national law firm Borden Ladner Gervais LLP, has been practicing trade-mark law for the last 13 years both in Canada and in Europe. She has a special interest in the effect that the Internet has had on the use and protection of trade-marks and copyright.

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Google's New Canadian AdWords Policy: From a Legal Perspective is a post from: SEO Ottawa | Search Engine Optimization and Internet Marketing Agency | WebFuel

Sometimes the job of a Search Strategist (SEO) is more like a Search Detective. Having said that, we just solved “The Case of the Stolen Identity”. Yes – this does happen. Recently, an Ottawa business became an online victim of a local competitor (not only in the same industry but also located in exact same area of Ottawa). This new client not only lost business but during this ordeal, their brand took a real beating. In terms of their search ranking, we are still working on it.

So…. enough of the horror stories (let’s keep that for Halloween).

What can you do? Be prepared!

Solution: Google AdWords Campaign

It is simple. It is cost-efficient. And…. if you only run one Google AdWords campaign, we recommend this one.

Campaign Checklist

Campaign Name: Brand Protection
AdWords Format: Text Ads
Network: Search
Keywords: Your company name – and variations (including misspellings & typos). Also include your branded products (if applicable). If you are a business owner, you may wish to bid on your name as well.
Ad Copy: Description of your services or products.
Destination URL: Home page
Location Targeting: Your service area
Language(s): English and/or French (if both you will require two campaigns)
Devices: Select all (includes computers as well as mobile devices)

Brand Protection Ad Example

For those with a limited budget, you can set up the campaign and keep it on pause. Active if needed.

And… if you have never used Google AdWords, they are currently offering $75 free advertising for Canadians. Check it out today. You have nothing to lose – and only something to gain.

Remember: Never overlook the importance of managing your business reputation on the Internet.

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Google AdWords: Disaster Recovery Plan is a post from: SEO Ottawa | Search Engine Optimization and Internet Marketing Agency | WebFuel

You may be wondering how does the WebFuel team actually stay up-to-date with search and what is happening on the Internet. Well, first off, we devote at minimum 20 per cent of our time to making sure that we are on top of search. But how do we do this?

We do this in a number of ways:

• Attending industry leading webinars
• Attending Search Engine Marketing and Social Media events
• Attending Google Webcasts
• Attending Google Seminars for Success
• Attending conferences (Search Engine Strategies and PubCon Social Media and Search Marketing Conferences) on an annual basis

As an example of how we “really” do this, this week we are attending the Search Engine Strategies 2010 Conference in Toronto, Canada. This three-day conference is focused entirely on Search Engine Marketing (SEM) strategies. This includes keynote speakers Peter Morville on the topic of the future of search and Maile Ohye from Google. We will also be attending seminars on topics such as SEO, Canadian search, local search, mobile search, pay per click management (also known as paid search), keyword research, social media, link building, duplicate content, multiple site issues, video optimization, site optimization, and usability.

In addition to the professional development component, we also devote time to keeping up with industry search leaders. We do this by:

• Following industry experts on Twitter
• Reading industry-focused blogs
• Online networking through LinkedIn and Facebook

But that’s not all – we also have the following recognized Google credentials: Google Advertising Professional (GAP) and Google Analytics Individual Qualification (GAIQ). And don’t take our word for it, it can all be verified by Google!

All this goes to show that we are passionate about Search. We know the value of a sound and serious search strategy. We do the work on the Internet to ensure that your search strategy is getting you to the top of the search engine results page.

We work with clients like you who are Serious about Search and can clearly understand the value it adds. You’ve learned the value of outsourcing search to the experts – letting us do the work for you. As you know an in-house search strategy doesn’t allow you to stay on top of the industry shifts and trends. Since we devote 20 per cent of our time to search, we know what is coming and how to get you where you need to be.

Working with WebFuel gives you the peace of mind that the latest strategies in SEO, Social Media, and Web Analytics are being used to get you to the top and keep you on the top.

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Are you Staying on Top of Search? We are. is a post from: SEO Ottawa | Search Engine Optimization and Internet Marketing Agency | WebFuel

You will be receiving an email from Google (if you haven’t already) advising you that your account will be converted to the new interface in the near future.

How can you get ready for the switch?

Google has provided lots of resources to help AdWords users learn more about the upcoming interface as well as to understand the changes.

1. Watch: Overview of the New Google AdWords Interface

2. Attend: Webinars for the New Google AdWords Interface
Starting this week, Google will be holding weekly free webinars. The first one will be held this Friday, June 19th.

3. Read: Google AdWords New Interface Guide
The Guide to Changes in Camapaign Management is available in PDF format.

And… ensure that you are using one of the supported web browsers which currently includes Firefox 3, Internet Explorer 7 and Google Chrome.

New Google AdWords Interface: Are you ready? is a post from: SEO Ottawa | Search Engine Optimization and Internet Marketing Agency | WebFuel

Google AdWords Qualified Professional Status – What is it?

Individuals must pass an official Google Advertising Professional Exam in order to attain “Qualified Professional” status. Additional requirements include managing client accounts and meeting minimum PPC advertising spend requirements as specified by Google. This must be maintained on an ongoing basis in order to retain this qualification.

How can you verify Professional Status?

Google provides companies and individuals who have demonstrated superior knowledge of Google AdWords with a logo to publish on their site. In addition, authentication can also be done via Google AdWords Status Page. Search Engine Marketing Professional Organization (SEMPO) lists Google GAP under certifications in each member’s profile. This is done via a verification process. Whoisgap? does the same. On this non-Google site, you can either search for a company alphabetically or search by country.

Why hire an AdWords Professional – What are the benefits?

The primary benefit is to have someone with expert knowledge and experience with Google AdWords optimize and manage your PPC campaign. In addition, the insights from managing multiple clients can be quite valuable. And…. working with AdWords on an ongoing basis means keeping on top of all the Adwords changes (either software updates or publishing guidelines revisions). This, of course, is just standard practice for an AdWords Professional.

Helen Faber, our AdWords Professional, is the only consultant in Ottawa to receive this certification – and the first local search engine optimizer to attain this status.

Google Visibility is at the core of what we do at WebFuel. In addition to providing professional Google AdWords Services, we specialize in Google Optimization (getting found on the organic side of search). In addition, we provide our clients with Google Analytics Services for tracking and improving site (and organic/paid search ) performance. WebFuel is a Canadian owned company – founded in 2004.

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Google AdWords Qualified Professional Helen Faber is a post from: SEO Ottawa | Search Engine Optimization and Internet Marketing Agency | WebFuel

The third session of our Search Engine Visibility Education Series being offered is Introduction to Google AdWords. The format of this customized workshop is one-on-one (small group). Training is based on your Google AdWords account, with a hands-on approach – and is offered at your premises. The session is two hours.

Who should sign up?

• Website Owners
• Marketing Specialists
• Webmasters

What will you learn?

• What is Google AdWords?
• Google AdWords features and benefits
• Campaign snapshot and settings overview
• Ad group targeting and testing strategies
• Keyword selection and bidding
• Landing pages (Google Website Optimizer)
• Integration with Google Analytics
• Accessing and interpreting the data
• Creating and sending reports
• Goal setting (conversion tracking options)
• Getting help

What makes us different?

The foundation of our company is built on education. Our Google AdWords instructor, Helen Faber has successfully completed the Google Advertising Professional (GAP) training and exam. She is the author of Search Engine Visibility: Simplified – a SEO/ SEM Education blog and the Search Engine Visibility Glossary (an Education resource).

WebFuel is a member of Search Engine Marketing Professional Organization (SEMPO), a global non-profit organization serving the SEM industry with members in 41 countries (including Canada).

Related Training:

• Introduction to Search Engine Optimization
• Introduction to Google Analytics

Related Post:

Contact us to schedule your customized onsite Google AdWords training session today!

Ottawa Google AdWords: Need training? is a post from: SEO Ottawa | Search Engine Optimization and Internet Marketing Agency | WebFuel

Here is a basic list of PPC acronyms – and what they stand for.

CPA: Cost Per Action. Also stands for Cost Per Acquisition.
CPC: Cost-Per-Click. Also commonly known as Pay-Per-Click (PPC).
CTR: Click Through Rate
GAP: Google Advertising Professional
GYM: Google Yahoo MSN
PFI: Pay For Inclusion
PFL: Paid For Listings
PPC: Pay-Per-Click
SE: Search Engine
SEM: Search Engine Marketing or Search Engine Marketer
SEMPO: Search Engine Marketing Professional Organization
SEP: Search Engine Placement.  Also stands for Search Engine Positioning and Search Engine Promotion.
SERP: Search Engine Results Page

For SEO acronyms and search industry definitions, visit the WebFuel SEO/SEM Glossary.

What do all those PPC acronyms stand for? is a post from: SEO Ottawa | Search Engine Optimization and Internet Marketing Agency | WebFuel

However, new AdWords advertisers often tend to make mistakes in setting up their campaign. As a result, their paid search efforts do not achieve the maximum return on investment (ROI). An underperforming pay-per-click campaign can quickly drain your account.

The seven novice AdWords Campaign mistakes to avoid:

1. No campaign management
Likely the biggest mistake is launching an online paid ad campaign and just letting it run on its own. It’s like buying a car and never maintaining it. How can you expect it to work properly?  Ensure that you consistently monitor and optimize your campaign in order to get the best results.

2. No campaign goals
Similarly, many new search ad marketers haven’t set goals and haven’t figured out how to measure success. And… they do not know how their campaign is performing. Goal and conversion rates can be tracked with Google Analytics, which can be linked to your Google AdWords accounts.

3. Wrong geo-targeting
With Internet marketing, you can target the entire world. However is this the right location to market your business? Rather than having your ads showing up globally, review your geo-targeting. Select the correct country, city or a specific region. Your budget will go further and your localized clicks will be more qualified.

4. Overlooking ad distribution
If there is one component of AdWords that’s most often neglected, it is ad distribution. By default, where your ads will be displayed (search, search partners and content networks) are pre-selected. Again, you should test, track and modify your selection.

5. No ad variations
Yes – you can have one search campaign with one ad – but why would you? Running multiple ads will allow you to test them to determine which ones perform and which ones do not. During this testing process, you will want to ensure that you have ad rotation switched to “rotate”.

6. Poor keyword selection
There are two equally common errors made during the keyword selection process. The first is choosing too many keywords. Start with a managable number of 10 to 20. Second, avoid using broad match only (again a default setting). These terms tend to be highly competitive and costly (high cost-per-click). Instead select more targeted keyword phrases in narrower niches. They will likely send more qualified visitors at a lower CPC rate.

7. Non-converting landing page
This is the most common mistake that we see during our Google AdWords audits. Ad traffic is sent to the home page rather than to a specific landing page that was designed for conversion. This often results in high bounce rates, poor quality score and consequent lower ad ranking.

PPC search engines such as Google can provide your business with targeted web traffic. It’s a good strategy to use them to help you get found in a search. For optimal conversions, and a good return on your investment, AdWords optimization and campaign management are essential.

What are the most common Google AdWords campaign mistakes? is a post from: SEO Ottawa | Search Engine Optimization and Internet Marketing Agency | WebFuel