As of early May 2008 Google implemented major changes to its trademarks policies and lifted restrictions on branded keywords being used in competitor's campaigns in the UK and Ireland. Many advertisers/agencies were displaying apprehension and concern toward the changes and the effects on their campaigns.

                As an Ad Words professional I too had a sceptical outlook to the changes and their effects. We are now over 2 months into the new format and as ever the decision from the search Zeus reigned and the storm is slowly blowing over and the calm setting back in.

Policies Overview

                Previously advertisers could submit keywords with Google that they have trademarks on, i.e. Nike, Audi and Addidas etc and supplicate that Google prohibited other advertisers bidding on these keyword terms without formal permission.

                This process has now been lifted on all of the keyword bidding but Trademarks still remain safeguarded from within the copy ads.

What are the affects?

                From an agency point of view driving relative and targeted traffic to a client campaign is paramount to its success therefore little or no affect from the changes are abound.

                Let's not forget the fact that "G" has a minimum bid score scenario policy in place already, based on relevance and quality of keywords and ads within a campaign. For us agents bidding out of the bulls eye on Brand/Trademark keywords means low quality score due to the lack of continuity through the ads and keywords (don't forget the trademark terms are still protected and are not allowed to be used from within the ad copy itself) which in turn means paying through the proverbial nose for these terms. This causes low conversions and poor ROI for clients whilst paying on high priced brand keywords.

                Needless to say we won't be bidding!!!!!