New AdWords trademark policy due – 14th September 2010

Google have updated their AdWords trademark policy in a move that will affect many advertisers.

This update affects what advertisers can say in their AdWords creative.

For Resellers

Up to this point, resellers of trademarked brands needed the trademark owner’s permission in order to mention the trademarked brand in the ad creative. Authorised users were placed on a white list of permitted users.

From the 14th September, anyone selling or reviewing trademarked brand products on their website can start to mention the trademarked brand in their ad creative.

Here’s an example

Until now resellers of Epsom Ink Cartridges were not allowed to mention Epsom in their AdWords creative, unless authorised by Epsom and placed on the trademark white list. From the 14th September, as long as advertisers clearly display the Epsom brand on the landing page, and that a users is able to purchase the Epsom cartridge or read an impartial review of it, those advertisers will be allowed to mention ‘Epsom’ in their AdWords creative.

This change brings the UK into line with trademark policy in the US.

The change will have the biggest effect on resellers and review websites.

What should you do now?

Barracuda Digital will ensure that all those ads that have been previously disallowed for trademark reasons are resubmitted in order to go live on the 14th. Any other opportunities to include previously restricted trademarks will be evaluated in order to improve the CTR of creatives. Once live, we will test the performance of creatives in order to order work where trademarked terms perform well – and when they do not.

We will also identify where on your website the trademark owner’s brand could be highlighted, in order to make the approval process run smoothly.

For questions and clarification contact your account manager.