Just last week I reported about Google opening up their AdWords trademark policy to allow trademarked terms to trigger search ads. One of the important notes from this update was that Google still did not allow trademarked terms to be used in the copy of AdWords Ads.
Now that’s changed.
According to a recent blog post, Google will now allow trademarked terms to be used within ad copy in certain circumstances in the U.S. Beginning June 15th, if the advertiser meets certain criteria, they will be allowed to use trademarked terms in their ad copy, even if they don’t have permission from the trademark owner to use it.
Google’s blog post explains further,
For example, under our old policy, a site that sells several brands of athletic shoes may not have been able to highlight the actual brands that they sell in their ad text.
However, under our new policy, that advertiser can create specific ads for each of the brands that they sell. We believe that this change will help both our users and advertisers by reducing the number of overly generic ads that appear across our networks in the U.S.
Advertisers, who have previously had their Ads disallowed for trademark violation, can now resubmit and have them evaluated under the new criteria. However it’s important to note that advertisers who feel that Ads are not meeting the new criteria can still request Google to investigate them.
Like Google’s update last week, this again signals their confidence that this policy will not violate any trademark laws in the U.S. What are you’re thoughts on the Change? Personally, I’m going to test if we can start including “Google” or “Yahoo!” in some of our search ads!