The Use of Trademark on Google Adwords
Is it allowed to put the brand names from other companies on Google Adwords? Many advertisers are wondering on the involvement of trademark on Ads. You will find lots of different answers on this question. Some said that brand name could be used in visible URL; some said it couldn’t be used in any parts of ads.
According to Google, AdWords are only allowed to contain trademarks when Google has received approval directly from the trademark owner. Of course there are a couple of potential exceptions for resellers and informational sites in the US, Canada, the UK, and Ireland (see detailed explanation). What about the rest of world? The answer from Google in the Netherlands is that the trademarks cannot be used in any parts of Ads If you check on Google, you will see many ads still contain brand name on ads, from title to visible URL. This is confused for the advertisers.
What did the other advertisers do:
In this example, “Pharma Nord” is a brand name, and in the first ads, it appears as “P. Nord”. The purpose for the resellers to put this brand name is that this is one of their product offerings, and they count on the influence of this brand to attract buyers. For most of buyers, they do not care a lot on which site they click in, what they trust is that brand.
2. Deliberately spell a wrong name.
Also the name example, this advertisers (see in red column) put the name into “PhamaNoord”, while in the landing, the spelling is correct.
3. Only put the brand name as keywords, and not shown it on ads, see in column
4. Unless the ads get approved, do not care about Google’s warning on trademark
5. Get approval from the trademark owners
After a clear view on what the other advertisers do, I will evaluate of those methods:
Next post will be the same topic for Baidu. What is the policy of trademark in Baidu? Are the advertisers also struggling for the ad text? Please check Baidu channel later.
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12 June 2013 / 13 June 2013