Oneupweb, a search engine optimization (SEO) and Marketing (SEM) firm, announced the launch of ROI trax, a trademark infringement monitoring tool.

ROI trax works by hunting through search engine results and reviewing pay-per-click (PPC) ads in order to find instances of trademark infringement. ROI trax can be implemented on a daily basis to protect brands' trademarks from various forms of infringement.

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

Oneupweb says that ROI trax benefits companies with strong brand names.

"This system simply expands our focus on protecting our client's interest on one of the hottest areas of interest on the web," Wehr told iMedia.

"Trademarked terms and the bidding rights thereto continue to be top of mind for advertisers. Marketers that seek to keep a watchful eye on brand-based keywords and have to hire multiple firms to do so. Creating a single point of reference for this service is great way to streamline the process of protecting brand names," says Kevin Ryan, iMedia Search Editor.