Google AdWords users will find themselves in new territory next month when the search engine changes its trademark policy for pay per click advertisers. Read More

At present, AdWords advertisers are not allowed to include trademarked terms amongst their keyword lists. As of 5 May 2008 however, accounts will not be restricted in their use of trademarked terms for trademarks held in the UK and Ireland.

According to Google, their policy change has been made after careful consideration of the effects of the restriction on user relevance. The search engine has stated that its decision to allow advertisers to use trademarks registered in the UK or Ireland within keywords lists will empower advertisers to use words and phrases most relevant to their business, potentially increasing the effectiveness of their campaigns. For search users clicking on pay per click adverts, it is expected that they will have more freedom of choice to decide which ads are most relevant to their needs.

Daniel Jupp, founder and director of Google-certified pay per click management company Top Position said, “Google’s trademark policy changes will be welcome news to some advertisers and not so welcome to others. Although the change means PPC advertisers can include only trademarked terms registered in the UK and Ireland, it does raise online brand protection concerns for trademark holders.

“Advertisers keen to make use of words and phrases previously embargoed should do so with care and bear in mind the budget implications of adding these terms to their existing campaigns.”

If your company is concerned about the impact this policy change will have on its AdWords advertising or want advice on online brand protection, contact pay per click consultancy Top Position today. Our AdWords professionals will be happy to talk through the implications of adding trademark terms to your paid advertising.

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