June 27, 2008 | Friday

Latitude Brand Term Index second update

By Simon Whittick  in Features

Following on from our first and second Latitude Brand Term Index graphs please find below the most recent graph.

The idea of the Latitude Brand Term Index is to research how Google’s decision to allow competitors to bid on each others brand terms has affected the Cost Per Click (CPC) of brand terms.

As you can see, since our first entry on 23rd May there were some major fluctuations particularly for partially protected brand terms. The change of major significance was a high at the end of the month, with partially protected CPC’s hitting 30p and all brand CPC’s hitting just under 10p. However, after those fluctuations it seems that the CPCs have found stability. The last 3 weeks have seen no major changes but a slow decrease which shows CPCs closer and closer from their pre-trademark policy change level. Once again, that makes us wonder whether marketers have found little value in being able to bid on competitors brand terms?

We will continue to monitor the index throughout June to see how these trends continue to develop. 

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