Read How To Overcome AdWords Trademark And Disapproval Issues

Tags: # Trademarks In AdWords # Ad Disapproval Issues


The key to all trademark issues in AdWords is the "3rd Party Authorization Request form" ↗️.But we all know lawyers move slowly and the "secret" to not going crazy is to remain patient and wait.


Can I Still Use Trademarks In AdWords If I Don't Have An Authorization?


Trademarks may be a complicated area, but there are some things you can do to make the most out of TM and your use of them in your AdWords strategy. An effective way to incorporate competitor advertising into your strategy is to use trademarked terms as keywords in your AdWords, even if you don’t own the trademark. Google allows trademarks to be used in keyword targeting.


How Dynamic Keyword Insertion (DKI) Ads Work With Trademarks?


We're not allowed to use trademark in the ad copy, but through DKI it might still show up in the copy, making them liable to unauthorised use of the trademark. DKI allows you to customize your ad to match the user’s search query, thus creating a more specific, highly targeted ad that perfectly matches the searcher’s intent. To do this, the advertiser can create a generic ad that contains the dynamic keyword insertion formula. When Google serves this ad, it will substitute the keyword that triggered the auction for the formula in the ad.


Dynamic Keyword Insertion


For example, if an advertiser implemented the ad text above and their ad was triggered by the search terms “WordPress vulnerability”, or "WordPress" this is how the ads would be displayed:


wordpress trademark advertisement

wordpress advertisement


Dynamic Keyword Insertion Best Practices


Ads may show on searches that match the exact term or are related to that search term. Close variations here may also include a reordering of words if it doesn’t change the meaning, and the addition or removal of function words (prepositions, conjunctions, articles, and other words that don’t impact the intent of a search).  It is recommended to use exact matched ad groups for DKI. That is the best way to control what you are showing the searchers. You will then dynamically insert only the keywords you have in your keyword set. It's best to be careful about how you set this up.


exact match keywords


Remember that you can control the capitalization of words in the dynamic text, by changing the way “keyword” appears in the DKI code. Here are some examples to keep in mind:

  • keyword = wordpress vulnerability
  • Keyword = Wordpress vulnerability
  • KeyWord = Wordpress Vulnerability


AdWords Trademark Policy


When it comes to setting trademarked terms as keywords, anything is fair game. However, Google restricts the use of trademarked terms in ad copy. This article introduces the way how some advertisers who are bidding on competitors’ branded terms are overcoming trademark issue technically using DKI, but it is not a legal way to solve this problem. Trademark owners can take legal actions against trademark violations through ad copies. Better play safe, move slowly and use "3rd Party Authorization Request form" ↗️.

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