New AdWords Trademark Policy: Who Wins? (Guestpost)
So today we kick of our unique series of guestposts on Searchcowboys! Here to open the series is Virginia Nussey. The first time I met Virginia Nussey was in New York. She was doing some great work on live blogging SES New York. We then had a great talk on her podcast SEM Synergy. She is one of the rising stars in the industry. She is US-based and will give us the US-angle on the new AdWords Trademark policy.
Virginia Nussey blogs about SEO, PPC, social media marketing, branding and online reputation management for search marketing company Bruce Clay, Inc. She also coordinates and co-hosts the weekly WebmasterRadio.fm podcast with Bruce and the gang, SEM Synergy.
New AdWords Trademark Policy: Who Wins?
Google recently announced that, come June 4, the company would no longer investigate trademark infringement claims based on AdWords trademark bidding in 200 countries across the world. Previously in effect in the U.S., Canada, the UK and Ireland, European countries now subject to this policy include: Belarus, Bosnia and Herzegovina, Croatia, Faroe Islands, Macedonia, Moldova, Montenegro, San Marino, Serbia, Turkey, Turkmenistan, Ukraine and the Vatican. Not making the list are the Netherlands, Germany and Spain, three European countries that many SearchCowboys readers call home.
Regardless of which set of rules you're playing with, there are benefits and drawbacks of any policy. But what's the sum effect here? Would the majority of advertisers across the world be better off if allowed to bid on trademarked terms? Or would most advertisers be happy to keep things the way they were? Here are some pros and cons for advertisers working under Google's newly expanded trademark bidding guidelines.
Google's policy allowing trademark bidding has successfully worked in the U.S. and UK for some time. Of course, every advertiser's situation is different and brings with it unique challenges and advantages. If you're not subject to Google's new advertising policy, would you want to be? What pros and cons do you see as a result of the change? Can you make the new rules work for you?
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