If you use Google AdWords you may have noticed that you can bid on keywords for your competitor’s businesses, which can really wind those competitors up when your ads start appearing above theirs in the search results! But, up until now, using trademarked brand names in ad text has proved a bit of a difficulty. Well, it seems that this difficulty is now coming to an end and the world of sponsored ads is taking a slightly different direction.
In response to accusations that Google was acting illegally by allowing companies to bid for and use brand names they didn’t own as keywords to trigger sponsored ads, the European Court of Justice has said:
“Google has not infringed trademark law by allowing advertisers to purchase keywords corresponding to their competitors’ trademarks.”
“Advertisers themselves, however, cannot, by using such keywords, arrange for Google to display ads which do not allow internet users easily to establish from which undertaking the goods or services covered by the ad in question originate.”
We can understand that some companies feel cheated when their competitors are allowed to bid on their trademarks as keywords so that their ads will appear ahead of the game and effectively steal business from under their nose. However, all’s fair in love and war and if your competitor can do it to you, you can do it back to them so it’s wise to adopt the “if you can’t beat ‘em join ‘em” philosophy!
This does of course mean that brand owners are at risk of having to increase spend so that they can outbid their rivals and maintain their competitive position. This is where having a professional, such as Chichester Design’s Kate, to manage your AdWords campaign becomes a necessity. Kate will maximise your advertising opportunities without maximising your spend.
Google’s legal battle win is great news for our clients Harbour Cars who are authorised sellers of used Mercedes and Porsches but have been limited in their ad text to advertise as such up until now. Google has only let them mention the brand names that they sell quite sporadically in ad text. This shows that just because trademarks are being mentioned in ad text or being bid on as keywords, it does not mean that they are being used for unfair gain. There are perfectly legitimate reasons to use trademarks as a part of your business.
If you work in an industry that deals with trademarks and you’ve been put off from using Google AdWords in the past, now’s your chance. Chichester Design can help you to set up your account and our Google Advertising Professionals will manage and optimise your account for you so that you get maximum return on your investment. To find out more about how Chichester Design can help with your Google AdWords contact: info@chichesterdesign.co.uk.
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