{"id":188,"date":"2010-09-02T17:00:53","date_gmt":"2010-09-02T21:00:53","guid":{"rendered":"http:\/\/www.floristseo.com\/?p=188"},"modified":"2010-09-03T07:07:01","modified_gmt":"2010-09-03T11:07:01","slug":"ftd-mandating-adwords-tactics","status":"publish","type":"post","link":"https:\/\/www.florist20.com\/blog\/pay-per-click\/ftd-mandating-adwords-tactics","title":{"rendered":"FTD Mandating AdWords Tactics?"},"content":{"rendered":"

Recently on the FlowerChat forums a florist reported some interesting behaviour by FTD’s “Brand Protection” police. Apparently, FTD is not happy that the florist’s AdWords ad is being displayed in their local market on searches for [FTD Flowers].<\/p>\n

The florist in question is an FTD member, though they do not publicize their affiliation.
\nAfter double-checking their campaign settings the florist confirmed they are not bidding for the [FTD] brand. Instead, Google matched the ad because of the keyword [flowers] in the query.<\/p>\n

FTD’s response was quite remarkable. They implied that the florist “had to” use negative keyword matching to ensure they don’t appear for FTD branded searches.<\/p>\n

Is FTD over-reaching here?<\/p>\n

Are they just desperate to reduce bid competition and lower costs?<\/p>\n

Is turnabout fair play? Should FTD and their affiliates have to stop bidding on city and florist names as well?<\/p>\n

Google’s policy on brand bidding<\/a> is pretty clear and has been upheld in court on several occasions. In this case, the florist isn’t even bidding on the brand, but Google has determined the ad is relevant to the query.<\/p>\n

Perhaps the best question of all comes from another florist who asked why the “Brand Protection” department was involved:<\/p>\n

What can we do to their brand that they have not done?<\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"

Recently on the FlowerChat forums a florist reported some interesting behaviour by FTD’s “Brand Protection” police. Apparently, FTD is not happy that the florist’s AdWords ad is being displayed in their local market on searches for [FTD Flowers]. The florist in question is an FTD member, though they do not publicize their affiliation. After double-checking […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-188","post","type-post","status-publish","format-standard","hentry","category-pay-per-click"],"yoast_head":"\nFTD Mandating AdWords Tactics?<\/title>\n<meta name=\"description\" content=\"Recently on the FlowerChat forums a florist reported some interesting behaviour by FTD's "Brand Protection" police. 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The kicker? The items are all FTD Drop Ship gifts! This comment was posted by one affected florist: Look what appeared on\u2026","rel":"","context":"In "Florists"","block_context":{"text":"Florists","link":"https:\/\/www.florist20.com\/blog\/category\/florists"},"img":{"alt_text":"FTD Drop Ship on Florist Websites","src":"https:\/\/i0.wp.com\/www.florist20.com\/blog\/wp-content\/uploads\/2014\/02\/FTD-Drop-Ship-On-Florist-Websites.jpg?resize=350%2C200&ssl=1","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.florist20.com\/blog\/wp-content\/uploads\/2014\/02\/FTD-Drop-Ship-On-Florist-Websites.jpg?resize=350%2C200&ssl=1 1x, https:\/\/i0.wp.com\/www.florist20.com\/blog\/wp-content\/uploads\/2014\/02\/FTD-Drop-Ship-On-Florist-Websites.jpg?resize=525%2C300&ssl=1 1.5x, https:\/\/i0.wp.com\/www.florist20.com\/blog\/wp-content\/uploads\/2014\/02\/FTD-Drop-Ship-On-Florist-Websites.jpg?resize=700%2C400&ssl=1 2x"},"classes":[]},{"id":682,"url":"https:\/\/www.florist20.com\/blog\/seo\/ftd-follows-tfs-example-siphoning-pagerank","url_meta":{"origin":188,"position":1},"title":"FTD Follows TF’s Example in Siphoning Pagerank","author":"theRKF","date":"September 13, 2013","format":false,"excerpt":"Florists with FTD-hosted websites should be aware of a recent change to their website templates that introduces a Pagerank-siphoning link back to an FTD-branded website. 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You can read it here FTD Group files for $180 mln IPO As I see it the FTD Group will\u2026","rel":"","context":"In "Florist News"","block_context":{"text":"Florist News","link":"https:\/\/www.florist20.com\/blog\/category\/real-florist-blog\/news-145\/florist-news"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":2842,"url":"https:\/\/www.florist20.com\/blog\/florists\/what-ftds-valentines-failure-reveals-about-the-floral-industry","url_meta":{"origin":188,"position":3},"title":"What FTD’s Valentine’s Trouble Reveals About The Floral Industry","author":"theRKF","date":"March 16, 2018","format":false,"excerpt":"Earlier this week, our friends at Bloomerang outlined the devastating effects of FTD Inc.'s Valentine's 2018 market campaigns. This approach lead to a Valentine's holiday that underperformed their expectations by as much as $20 million. The company is considering $50 million in credit support from their largest shareholder, Liberty Interactive\u2026","rel":"","context":"In "Florists"","block_context":{"text":"Florists","link":"https:\/\/www.florist20.com\/blog\/category\/florists"},"img":{"alt_text":"Ultimate Commodity Floral Industry Low","src":"https:\/\/i0.wp.com\/www.florist20.com\/blog\/wp-content\/uploads\/2018\/03\/Ultimate-Commodity.png?resize=350%2C200&ssl=1","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.florist20.com\/blog\/wp-content\/uploads\/2018\/03\/Ultimate-Commodity.png?resize=350%2C200&ssl=1 1x, https:\/\/i0.wp.com\/www.florist20.com\/blog\/wp-content\/uploads\/2018\/03\/Ultimate-Commodity.png?resize=525%2C300&ssl=1 1.5x, https:\/\/i0.wp.com\/www.florist20.com\/blog\/wp-content\/uploads\/2018\/03\/Ultimate-Commodity.png?resize=700%2C400&ssl=1 2x, https:\/\/i0.wp.com\/www.florist20.com\/blog\/wp-content\/uploads\/2018\/03\/Ultimate-Commodity.png?resize=1050%2C600&ssl=1 3x"},"classes":[]},{"id":1575,"url":"https:\/\/www.florist20.com\/blog\/news\/valentines-day-bbb-florist-warning","url_meta":{"origin":188,"position":4},"title":"Valentine’s Day BBB Florist Warning: Top Source of Complaints","author":"admin","date":"February 2, 2012","format":false,"excerpt":"Valentine's Day flower shopping advice abounds. Yesterday, Chicago\u2019s BBB reported that complaints filed against florists were up 47% from 2010 to 2011 and urged sweethearts to shop wisely for the best blooms. A 47% complaint increase? Quite an alarming statistic - one that really begged for a closer look. So\u2026","rel":"","context":"In "News"","block_context":{"text":"News","link":"https:\/\/www.florist20.com\/blog\/category\/news"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":2590,"url":"https:\/\/www.florist20.com\/blog\/news\/ftd-announces-makeover-contest","url_meta":{"origin":188,"position":5},"title":"FTD Announces Makeover Contest","author":"Katie Hendrick","date":"July 7, 2017","format":false,"excerpt":"Is your showroom looking a little drab? Through its sixth annual Makeover Magic Contest, FTD will award one lucky florist a shop makeover by FTD education consultant and visual merchandising expert J. Keith White, AIFD. \u00a0 \u00a0 Over the past five years, White and members of the FTD team have\u2026","rel":"","context":"In "News"","block_context":{"text":"News","link":"https:\/\/www.florist20.com\/blog\/category\/news"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.florist20.com\/blog\/wp-content\/uploads\/2017\/07\/Reeds-Flowers-after.jpg?resize=350%2C200&ssl=1","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.florist20.com\/blog\/wp-content\/uploads\/2017\/07\/Reeds-Flowers-after.jpg?resize=350%2C200&ssl=1 1x, https:\/\/i0.wp.com\/www.florist20.com\/blog\/wp-content\/uploads\/2017\/07\/Reeds-Flowers-after.jpg?resize=525%2C300&ssl=1 1.5x, https:\/\/i0.wp.com\/www.florist20.com\/blog\/wp-content\/uploads\/2017\/07\/Reeds-Flowers-after.jpg?resize=700%2C400&ssl=1 2x"},"classes":[]}],"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.florist20.com\/blog\/wp-json\/wp\/v2\/posts\/188","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.florist20.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.florist20.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.florist20.com\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.florist20.com\/blog\/wp-json\/wp\/v2\/comments?post=188"}],"version-history":[{"count":0,"href":"https:\/\/www.florist20.com\/blog\/wp-json\/wp\/v2\/posts\/188\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.florist20.com\/blog\/wp-json\/wp\/v2\/media?parent=188"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.florist20.com\/blog\/wp-json\/wp\/v2\/categories?post=188"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.florist20.com\/blog\/wp-json\/wp\/v2\/tags?post=188"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}