As my boss pointed out in his blog
, Google announced in mid-May that they’re planning to lift their ban on trademarked terms in ad copy. It was scheduled for June 15th
, but I haven’t heard whether it’s officially happened or not. This is supposed to be big news, but this seems kind of like it’s happening with a whimper instead of a bang. And I think that’s because of the reasons that Todd points out here.
Here are the key issues:
- Companies like Lexus and Toyota have spent a great deal of time and money building their brands. How likely is it that they’ll let their brands be diluted by allowing others to use their trademarks without a fight?
- Cost per click is likely to go up if more companies are allowed to use the terms. This is mainly going to be an issue for Toyota and BMW, as they’re the brands who currently enforce their trademarks. Good for Google, maybe not so good for everyone else?
- Used car dealers or dealers with multiple brands to sell will finally be able to run a PPC campaign for specific inventory.
Nothing is cut and dried here. What do you think about the issue?
Me? I’ll be keeping my ears out to hear if Google changes their mind about their decision.