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4th August 2010 |  Written by Ben Reed

The PPC world will change as you know it – Sept 14 2010

The PPC world will change as you know it - Sept 14 2010

Google is to update it’s AdWords trademark policy which means keywords that were previously restricted as a result of a trademark investigation will no longer be restricted in most European countries including the UK.

This is going to change the game in a big way and will no doubt make Google a large amount of cash in the process.

What does this change mean?

Google will no longer prevent advertisers from selecting a third party’s trademark as a keyword.

A trademark owner can make a complaint to Google but the ad will only be removed if they are seemed to be passing themselves off as the trademark owner.

Google will allow:

  • ads using a trademarked term in a descriptive or generic way, such as not in reference to the term as a trademark
  • ads for competing products or services
  • ads for informational sites about a product or service corresponding to the trademark
  • ads for resale of the trademarked goods or services
  • ads for the sale of components, replacement parts, or compatible products corresponding to a trademark

The official Google release can be viewed here.

Your Comments

  1. The issue will be less about what Google will allow, more about what litigious brands will choose to do about it. There are still many areas where brand bidding has been allowed by Google, but very few have dared to tread as they know that the brand they are bidding on will start an action. The brand doesnt have to be in the right, it just has to have enough money to be able to out bid you in the legal process. Im told that should you succesfully defend yourself, against such an action, you might get 75% of costs paid. As an action could very easily cost each side £100K, that would still leave you with a £25K bill, despite winning in court. It would have to be a very valuable term for me to want to take that financial risk

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