According to Micheal Orey of Business Week, by the beginning of next month, Google is planning to open up trademark keywords to AdWords advertisers. It will allow companies to bid on brand names of their competition and lead in the SERPs over branded product, service and company names.
A list of the countries and regions has been released by Google, where they will not investigate the use of trademarked keywords.
Ă˘â‚¬Ĺ“Starting June 4, marketers in about 200 countries will be allowed to purchase rival trademarks as keywords to trigger display of Ă˘â‚¬Ĺ“sponsored searchĂ˘â‚¬Âť ads on Google. Honda, for instance, could bid to have one of its ads displayed when a consumer searches the term Ă˘â‚¬Ĺ“Toyota.Ă˘â‚¬Âť In recent years some companies have sued Google or the competing company, saying the practice is a form of trademark infringement.
The decision to implement the strategy more widely suggests that Google is confident it is operating on sound legal footing.Ă˘â‚¬Âť