AdViking notes that Google has just backed down on it’s full ‘Trademark Protection’ policy in the UK. It had previously allowed brand owners to block anyone advertising on their keywords or using their brand names in their adverts. Google claims that because this change of policy only affects keywords and not advert copy, it will stop passing off… but that depends on how clever the ad copy is!
The reality of the situation is that Google are opening the marketplace back up on these terms and, lets face it, once the competition starts up, then the brand owners are only one position of many.
However, AdViking believes that the takeup of such trademark protection was snowballing as increasing brand owners were taking advantage of it. Reports in the news that AdWords revenues were stalling was affecting share price and, hey, who are Google not to listen to their poor, starved, shareholders?
We also welcome the opening up because Trademark Protection policy was actually being used for price fixing… or at least attempts at price fixing. A few months ago you’d have loads of adverts on ‘cheap peugeot’ on Google UK, now there is only one.
So, bring on May 5th, when the market hots up again! Should be interesting…