Pod1 Blog

Google recently announced it would allow limited use of trademarks in the text of some search ads in the US, even if the trademark owner objects.

While previously brand owners could specify which retailers or affiliates were able to reference their trademarked brand name, any advertiser who sells a brand on its website can now use that brand name in the text of their Google ads.

Google’s Trademark policy change in the US is likely to impact a wide range of advertisers, brand owners, competitors, and affiliates. However, it is the brand owners who should be particularly vigilant of the new ramifications.

Google claims the reason for the change is, “this will help both our users and advertisers by reducing the number of overly generic ads”, but doesn’t mention the fact that this change will push up the Cost Per Click (CPC) of terms for the brand owner through increased competition.

For more information see the Econsultancy article & Google’s Blog Inside Adwords.