Trademark Brand Protection

Client: Beach Bunny Swimwear

Case overview

How Target Heart LLC Helped Beach Bunny Swimwear Optimize Ad Spend and Brand Protection with Google’s Trademark Complaint Process

Objective: Reduce advertising costs, enforce MAP (Minimum Advertised Price) protection, and regain control over brand representation in digital advertising.

Industry

Fashion & Apparel

Background

Beach Bunny Swimwear, a luxury swimwear brand, faced a growing challenge in the digital advertising space. Unauthorized resellers and competitors were leveraging the “Beach Bunny Swimwear” trademark in their Google Ads copy, driving up advertising costs, diluting brand messaging, and putting Minimum Advertised Price (MAP) policy at risk. These issues resulted in higher Cost-Per-Click (CPC), lost sales to competitors, and an erosion of brand value.

Challenges

High CPC due to multiple advertisers bidding on the brand’s keywords.

Lack of control over which distributors could use the Beach Bunny Swimwear trademark in ad copy.

Price erosion risks from unauthorized discounts, violating the brand’s MAP policy.

Significant traffic leakage to competitors using the brand name in their ads.

Solution

Target Heart LLC, previously Target River partnered with Beach Bunny Swimwear to implement a strategic approach using Google’s Trademark Complaint process. This initiative focused on:

1. Filing a Trademark Complaint with Google:

Submitted necessary documentation to Google to restrict the use of “Beach Bunny Swimwear” in ad copy.
Ensured only authorized distributors could use the brand name in paid search campaigns.
90 days of trademark infringement enforcement identifying infractions
Implementation of new branded keyword search campaigns with “official site” languages and achievement of 75% reduction in CPCs.

2. Reducing CPC and Optimizing Ad Spend:

By eliminating unauthorized advertisers from bidding on branded terms in the USA market, competition for those keywords decreased, leading to lower CPC.
Reallocated saved ad spend toward high-intent audiences and expanded search campaign traffic and increased SALES and ROAS.

3. MAP Price Protection Enforcement:

With unauthorized resellers no longer able to use the brand name in their ads, price undercutting became less prevalent.
Ensured Beach Bunny Swimwear and its approved retailers maintained premium pricing integrity.

4. Competitor Traffic Diversion Prevention:

Prevented competitors from misrepresenting themselves as Beach Bunny Swimwear by using the brand’s name in ad headlines and descriptions.
Improved consumer trust and ensured direct traffic to Beach Bunny Swimwear’s official website.

The Results

75% Reduction in CPC

A significant drop in ad spend required to maintain top positioning in branded search results.

Enhanced Brand Protection:

Unauthorized resellers were blocked from leveraging Beach Bunny Swimwear’s trademark in ad copy.

Better MAP Compliance:

Improved pricing integrity across online channels, reducing price erosion.

Increase in Direct Traffic & Conversions:

More customers were funneled to Beach Bunny Swimwear’s official website, increasing conversion rates and overall revenue.

Conclusion

Through strategic implementation of Google’s Trademark Complaint process, Target Heart successfully helped Beach Bunny Swimwear regain control over its digital advertising strategy. The result was a more cost-effective, brand-protected, and high-converting paid search strategy that reinforced Beach Bunny Swimwear’s premium brand image.

If your brand is facing similar challenges with unauthorized trademark usage in Google Ads, contact Target Heart today to take back control of your digital advertising strategy.