Google Trademark Policy Best Practices
May 14, 2020
Affiliate Managers, Agencies, Marketing Teams, Retail
Trademark use and misuse. If you are lucky enough to have a brand worth protecting, competitors are going to (or attempt to) use your trademarks in their Google Ads.
So if it is inevitable, why bother trying to defend against Google AdWords trademark infringement? There are several benefits to protecting your trademarks on Google.
4 Benefits of Protecting Your Trademarks on Google
- More control over brand image
- Decreased competition
- Lower campaign costs
- Higher click-through rate
Google’s Role in Trademark Policy Enforcement
If you think Google will automatically take down ads that infringe on Google’s trademark policy, think again. As the brand-holder, it’s your responsibility to understand Google trademark policies and to submit the Google infringement form to have an infringing ad removed. As stated in Google’s trademark policy, "Google’s trademark policies are forced when a trademark owner submits a valid trademark complaint to Google”.Google Trademark Submissions Process
While it’s a simple process to understand, trademark infringement protection requires considerable skill to actually catch advertisers bidding on your brand, prove that it’s happening, and then deal with the brand bidders appropriately. The response to trademark infringement can take several forms— from fighting back with your own brand bidding to getting Google to remove the ad (if it breaks their rules), to legal action. How do you go about it? There are six essential steps to protecting your trademarks on Google.6 steps to protecting your trademarks on Google
- Understand Google’s Trademark Policies
- Make a list of your trademarks
- Set-up Trademark Monitoring
- Track & Detect Trademark Infringements
- Enforcement
- Reporting
Understanding Google’s Trademark Policies
As a brand holder, you should become a Google trademark specialist. You should learn Google’s trademark policies forward and back. Some highlights from Google’s trademark policies:- Google does not investigate or restrict trademarks as keywords. Because of this, it is important to implement your own brand bidding strategy.
- Google does not investigate or restrict the use of trademarks in display URLs.
- Trademarks in ad text: Google may restrict the use of trademarks in ad text IF trademark owner submits a valid complaint.
- Resellers may use trademarks in ad text if their landing page is primarily dedicated to selling the products or services corresponding to the trademark.
- Not allowed under the Reseller and informational site trademark policy are ads referring to the trademark for competitive purposes, ads with landing pages that require extensive information before displaying commercial information, and ads that are unclear as to whether the advertiser is a reseller or informational site.
- Advertisers may use a trademark in ad text if authorized by the trademark owner
- Advertisers can use a trademark term descriptively in ad text if it is used in its ordinary meaning rather than in reference to the trademark.
- Google’s Trademarks policy only applies to trademarks in Google Ads text ads on the Search Network. However, Google may remove specific ads on the Google Network in response to trademark owner complaints.