Apparently Google is going to lift its ban on using trademarked terms in search ads. Until now, marketers were prohibited from using trademarked brand terms in text ads. That will change on June 15th.
The Winners:
Google, of course. This has the potential to drive up the number of bidders for search terms, since companies have more flexibility in their copy. And more bidders means more revenue for Big G. This is also huge for the retailers/channel, as they will now be able to tout specific products and clearly highlight sales or promotions.
The Losers:
The trademarked companies/brands. Aside from losing more control over when and where their trademarks are used, they may face more competitive in text ads. On top of that, they will most likely have to pay more for some of their current search terms. Lastly, any company that has both an indirect and direct sales model may find themselves awkwardly bidding against their channel now that the floodgates are open.
As a marketer, Google's announcement opens up some new possibilities on how to use search. But I have to admit, I am concerned about how it will affect my own brand longer term.
I’m not sure if the pros outweigh the cons… yet.
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