Oneupweb's ROI trax® Tool Combats Pay-Per-Click Trademark Infringement

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Oneupweb's ROI trax® trademark infringement tool helps protect brand equity.

Oneupweb, a leading national search engine optimization (SEO) and Marketing (SEM) firm, today announced the release of a new trademark infringement monitoring tool, which adds to its already successful marketing analytics tool, ROI trax®. This new tool directly benefits companies with strong brand names.

Companies work hard to create strong, well-known brands with great reputations. Consumers use these brand names as keywords on search engines like Google, Yahoo! or MSN, hoping to research or buy those brands. By purchasing pay-per-click (PPC) ads triggered by brand names, competitors can siphon traffic and steal brand awareness—brand awareness it didn't build.

“Every time someone intentionally or unintentionally hijacks your brand, a part of your brand equity diminishes,” says Lisa Wehr, Oneupweb President. “Most marketing professionals don’t realize what a problem this is.”

The appeal of Oneupweb’s new trademark infringement reporting tool is that it hunts through search engine results, reviews the pay-per-click ads and ferrets out instances of trademark infringement daily. When an infringement is found, a snapshot is taken and can be used as evidence to challenge the misuse of the brand. There are three basic levels of trademark poaching:

  •     An ad is purchased to trigger on another brand's trademark. There’s no mention of the brand in the ad, but they are trying to take advantage of the marketing done by the brand.
  •     The trademark is used in the text of someone else's ad. This is one of the only times that some PPC engines will step in on behalf of the brand as this does violate the terms of service (TOS).
  •     A combination of both the previous tactics is used to try and create confusion amongst consumers leading them to believe that the competitor is actually the brand sought.

“Some marketers are waiting for pending court cases to set a legal precedent, forcing the search engines to monitor the activity,” says Wehr. “Using ROI trax's trademark infringement tool to collect evidence of the activity, these same marketers could stop the theft with a simple “cease and desist” letter.”

Many trademark owners don't realize they are obligated to patrol the use of their own trademark, in order to retain a right to the mark. If an infringement is discovered, it is the trademark owner's responsibility to take action. If the trademark violation is allowed to go uncontested for too long, the trademark owner could potentially lose their rights to the mark.

About ROI trax

ROI trax® is a subsidiary of Oneupweb, an award-winning industry leader of world-class search engine optimization and marketing services. Clients include Eastwood, eMarketer, Grainger, Entrust, Unisys, Equifax, Avery-Dennison, Maritz, JC Whitney and many others. ROI trax® serves a broad base of business including B2B, B2C, advertising agencies, SEOs and others interested in empowering their marketing decisions. For more information on ROI trax, please contact 877-764-8729 (877-roi-trax) or visit

About Oneupweb

Oneupweb is an award-winning, industry leader of world-class search engine optimization and marketing services including management for many of today’s leading companies. Oneupweb specializes in tailoring custom strategies that include natural search engine optimization, paid inclusion, pay-per-click and conversion tracking designed to deliver superior return on investment. Clients include Unisys, Equifax, Motorola, Maritz, Kimberly-Clark and many others. Since 1996, Oneupweb has pioneered groundbreaking services backed by new technology created to maximize client visibility and customer acquisition within the world’s top search engines. Named to BtoB Magazine’s “Who's Who 2004” list for search and voted the “Top Search Engine Marketing Firm” by ClickZ in 2003, Oneupweb is a privately held company located in Michigan. For more information on Oneupweb, please contact 231.256-9811 or visit

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Rachel North
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