A lot was talked about at PubCon .
One of the most important things that was discussed at the event was that the search engines will not defend ylou much, if your trademark utilizes a generic term.
Microsoft provides a very good insight on the trademark policies on the AdCenter blog.
Have a look:
Is the term in question a Ă˘â‚¬Ĺ“dictionaryĂ˘â‚¬Âť term?
For example, if I own a window washing company and IĂ˘â‚¬â„˘m bidding on terms having to do with Ă˘â‚¬Ĺ“windowsĂ˘â‚¬Âť, doing so does not put me in violation of MicrosoftĂ˘â‚¬â„˘s trademark for their operating systems.
If youĂ˘â‚¬â„˘ve gone through this checklist and still believe that your competitor is violating your trademark rights, there are steps you can take to let us know about it and have your concerns addressed. Start by visiting the Trademark Concern Page and review the Ă˘â‚¬Ĺ“NotesĂ˘â‚¬Âť section for additional information on steps you should take before taking action. On that page you will find links to submit your trademark concern either online or by mail.