For years advertisers have not been permitted to make use of trademarked terms in their keyword bidding or advert copy. This resulted in sometimes not being able to drive traffic to well-known products sold via their websites. Now a further 190 countries have been extended right to make use of trademarked terms in their bidding structure.
Google has recently announced changes to their Adword trademark policy in South Africa allowing companies to bid for trademarks and brand keywords that they do not own. These changes bring the policy in South Africa more in line with Google’s pay per click (PPC) trademark policies in North America and the United Kingdom.
It should be noted that Google's trademark policy does not apply to search results, only to sponsored links. This new trademark ruling does not allow for the use of branded or trademark text within the actual ad copy, it merely allows competitors to bid on trademarks and brand names in their keywords. Â
What does this change mean for advertisers in South Africa? Essentially the implication is that trademark owners will no longer enjoy a monopoly on those key words. In the past, Google would investigate complaints about bidding on keywords which were trademarked, but no more. What do these changes mean for search engine marketing as a whole?
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