The tip below comes from The Search Monitor's 8-part series on brand bidding published on Search Engine Land. To see how your brand can benefit from brand bidding, contact us for a demo.
Key Brand Bidding Trend: Regulated Industries Will Monitor Beyond the SERP
Recently, The Search Monitor has seen an uptick in inquiries about Content Monitoring
services, which monitor landing pages, websites, and blogs based on rules created by the brand owner. The increased interest is in line with greater scrutiny of online advertising in highly regulated industries, such as finance (e.g., credit cards, mortgages and educational loans) and pharmaceuticals. These advertisers have to abide by strict marketing rules from government agencies such as the Financial Industry Regulatory Agency (FINRA), the Consumer Financial Protection Bureau (CFPB) and the Food & Drug Administration (FDA). Even retail, to some extent, has to be careful, because the Federal Trade Commission (FTC) now requires disclaimers on review and blog sites
that promote retail products. The volume of content on the Internet can quickly put a regulated brand out of compliance. Even if the violations are accidental and performed by an affiliate, the result can be punishments for the advertiser
, including heavy fines.
What This Means for Advertisers in Regulated Industries
It will be common practice in the future for agencies
and marketing departments working with finance, educational, pharma and retail advertisers to monitor beyond
the search results. They will need to expand coverage to web pages, blogs and email in order to fully protect themselves against any potential government fines. This will mean:
- Increasing the frequency of online monitoring (monthly isn't enough!)
- Increasing the elements monitored on webpages (need to look at image tags and other source code elements)
- Strengthening agreements and punishments for any partners that break these rules!
How To Take Advantage Of This Trend
If you are an agency or marketer in a highly regulated industry, let us show you how to implement content monitoring to protect your brand, and ensure you stay in compliance. Contact us
, and we'll show you how you can thrive on, and not hide from, the new regulatory environment. Then, learn more about our brand protection
and affiliate monitoring
Other Brand Protection Resources: