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Using Trademarks as AdWords Keywords

From the 4th of April, all advertisers targeting UK and Ireland are allowed to use trademarked terms in their keyword list.

Regarding advertisers alreading using trademarks as keywords, their ads will automatically start showing on the 5th of May, 2008.

This was already the case in the US for quite a long time now.

Of course this hasn't been advertised anywhere in the official AdWords blog. But this information is confirmed from AdWords side in the AdWords help centre:


 "on or after Friday 4 April 2008, we will no longer review a term corresponding to the trademarked term as a keyword trigger."

"Beginning 5 May 2008, keywords that were disabled as a result of a trademark investigation will no longer be restricted in the UK and Ireland." (source: here)



I've just attended a Webex conference made by Hitwise. They focused on the recent changes in Google AdWords trademark policy in the UK & Ireland. Here are their conclusion (you can find the complete presentation in pdf format here: Google AdWords Trademark Policy


• Google’s changes have not had the impact that many expected.

• One of the key reasons for this has been an increase in paid brand search activity in the month following Google’s changes.

• However, it is still early days so things may change over time.

• Hitwise search tools will allow you to monitor your brand’s progress online.

• Setting up a Brand Monitor Dashboard is a great way to start monitoring your brand traffic in the face of these changes.  

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