Google have just announced a change to their Adwords trademark policy which will take effect from 24 April 2013.
Google will no longer monitor or restrict keywords in response
to trademark complaints for ads served to New Zealand users which aligns with their global policy. Google
will continue to investigate and take appropriate action regarding use of
trademark terms in ad text.
What this means: Despite your company holding
a trademark, Google will allow competitors to bid on your trademarked terms -
for example company and product names.
What we think: The standard Google rules
regarding quality score still apply, so unless your landing page and ad copy
are relevant to a competitor’s search term you will be penalised and
your cost effectiveness compromised. However, savvy advertisers who embark
on an integrated comparative advertising strategy may well reap rewards. There
are other scenarios where bidding on competitors keywords will work depending
on the key objectives.
To learn more about this trademark policy revision, visit https://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=177578
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