What is AOL Trademark Layer?
AOL’s Trademark Layer (TML) is a new ad unit that allows advertisers to control more of the
search results page for their branded keywords. This ad unit appears above all other paid
search ads, and boasts a logo and “Official Site” link that both drive traffic to the advertiser’s
home page. TML also allows advertisers to feature two additional links which can drive users
directly to sections within the advertiser’s site.
How Does AOL TML Work?
AOL predetermines a list of branded keywords that the advertiser can purchase for use with the TML product. This list is limited to the specific trademarked name of the advertiser along with a strict set of variations. When a user searches one of the qualifying keywords, the user will be shown a SERP that features both the TML placement and normal paid search listings.
Advertisers must be buying search ads directly from AOL in order to have access to the TML placement, and ads displaying on AOL’s SERP via partner syndications do not qualify.
TML is sold on either a CPC or CPM basis. CPC’s are only incurred on a click through to the advertiser’s site, and AOL will negotiate the CPC’s for the select segment of branded terms. We recommend going with the CPC pricing model, since you’ll only pay for the more qualified traffic.
Advantages of AOL TML
As shown in the image above, the ad takes up more real estate than a typical paid search ad, helping to increase brand presence on the results page, and increasing the overall chances that searchers will click. As a result, it’s highly likely that there will be a lift in overall CTR.
Furthermore, rather than sending all users to the same landing page, the two additional destination URLs provide consumers with more options and drive them to deeper pages where they can more immediately interact with the brand.
Overall, this new search ad enables advertisers to add a branding element to the results page while increasing consumer activity.
Disadvantages of AOL TML
TML would only make up a small part of your overall paid search campaign on AOL as it is only viable for a select segment of branded terms. Additionally, unless CPC’s are negotiated effectively, pricing can become more expensive than the overall paid search campaign CPCs
Recommendation
Reprise Media feels that TML would be extremely beneficial to any client that is currently running paid search on AOL. The increase in brand awareness and consumer engagement enable marketers to build their brand while maintaining campaign efficiency.
