Google Trademark: Policy Changes

Google's trademark policy is changing. The policy refers to the ability of advertisers to use other business's trademarks in two areas of paid search: Keyword Sponsorship and Ad-Copy.

Google Trademark: Policy Changes

Chris Woods

1. SUMMARY – WHAT IS GOOGLE TRADEMARK POLICY?

Google's Trademark Policy refers to the search engine's policy by country for the use of trademarked terms in their Ad-words auction. The policy refers to the ability of advertisers to use other business's trademarks in two areas of Paid Search:

  1. Keyword Sponsorship – Bidding to appear in paid search results when a trademark is used in a user search query

  2. Ad-Copy– Using a trademark within the ad-copy creative which displays when a user search query result is returned. This acts as the advertising copy....

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