Complete Cruise Solutions confirm that as of 1st of April agent’s will no longer be able to bid on Google AdWords using sponsored brand links such as ‘Cunard’, ‘Princess’ or ‘P & O Cruises’ or the cruise company’s ship names.
Complete Cruise Solutions brands - P & O Cruises, Cunard, & Princess Cruises
Until now, Complete Cruise Solution have co-funded agent’s sponsored links on Google relating directly to the company’s brand names, but in a move to stop this they insist it is less about increasing direct selling, and more about giving internet users the information they want.
Complete Cruise Solution’s sales director Giles Hawke confirmed “This is not about direct bookings,” and more about giving the best results. “We just don’t feel that we should be bidding against ourselves or our partners. It’s about giving customers information on our brands, as the richest amount of information is on our website.”
Hawke has confirmed that the move is only against the Complete Cruise Solution brands.
“We will still co-fund links with search terms such as Mediterranean cruising, for example. But from autumn, any search which uses our direct brand names will come up with sponsored links that will take customers to our direct sites.”
He also added that from 1st August, Complete Cruise Solutions would not work with any agent continuing to pay to appear on the sponsored links against the brand.
“Any agent that wants to lift the lid on these terms will no longer work with us as a business partner” he said.
The extra money would be used to continue working with agents in co-funding more generic search terms such as Caribbean cruising or Mediterranean cruising.
For details of Google’s trademark policy when bidding visit http://adwords.google.com/support/aw/bin/answer.py?hl=en-uk&answer=6118
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