Search Engine Optimisation Web Log (BLOG)
Editor: Matt Paines

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Brand backlash over Google keyword policy

Google may need to rethink its keyword bidding policy after the Wall Street Journal reported that many leading US companies were up in arms on the search engine's decision to relax its rules on trademarked terms.
 
Google's recently revised its AdWords policy to allow companies to pay for listing in the sponsored search results for a search on their rivals' brand or company name. After all this move has caused the bid prices to increase, meaning brand owners are consuming larger amounts of their PPC budget on brand protection.
 
The new rules meant that companies could bid on competitors' trademarked terms provided those keywords did not appear in the text of their ads.
 
Google began to feel the heat last August when American Airlines started legal proceedings against it for trademark infringement.
 
The airline wants to stop the search engine from allowing advertisers to bid on its trademarked terms and is seeking compensation.
 
There is industry speculation as to whether Google would revise its policy in a bid to maintain its appeal to the big brands and capture their advertising dollars.  

However, brand advertisers have become all too aware that they cannot afford to ignore the search giant. And if they cannot maintain a strong organic presence, they may well feel they have little choice but to splash out on Google's flagship advertising product.

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