Google Revises Trademark Trigger Policy

[bapages]

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I have been looking around google and nothing appears to have changed that I can see.

[drivetowin]

I see there are three affiliates bidding on Next as a brand term today - presumably we can expect confirmation from Next/The Networks concerned that all three have had their commissions reversed and been removed from the programme by close of play tomorrow then? - I have made a note of the three affiliates concerned and I will be following this one up - even more disappointing is that one of those taking part is a regular poster on this very forum

[bapages]

Looking at the use of the TM term in the ad and the landing page I'd say they are part of a closed group brand bidders.

[Shane]

I think the important thing to remember is that whilst google are now saying it's ok to bid on any brand term.. nothing has changed with regard to 99% of the merchants out there.. if anything most have tightened up their PPC policies with regard to brand bidding

so applying the lycra for fat people logic of "just because they make it doesn't mean you should wear it".. then.. just because google say they aren't restricting it anymore doesn't mean you can suddenly start bidding on every merchant's brand terms ..

you'll still get kicked (ok in reality maybe lightly cuffed with all the power of a kitten attacking a butterfly) if you are caught bidding by the network when the merchant has said you shouldn't. .

[bapages]

I think the important thing to remember is that whilst google are now saying it's ok to bid on any brand term.. nothing has changed with regard to 99% of the merchants out there.. if anything most have tightened up their PPC policies with regard to brand bidding

so applying the lycra for fat people logic of "just because they make it doesn't mean you should wear it".. then.. just because google say they aren't restricting it anymore doesn't mean you can suddenly start bidding on every merchant's brand terms ..

you'll still get kicked (ok in reality maybe lightly cuffed with all the power of a kitten attacking a butterfly) if you are caught bidding by the network when the merchant has said you shouldn't. .

I was origionally referring the the 'dooms day' scenario many claimed in respect to broad matching.

[drivetowin]

Steve I would agree with you were I not in possession of the minutes of a teleconference with Next where they clearly state that no affiliate brand bidding is allowed as "it is currently not perceived as adding incremental value" and "If, after 5th May it is determined that affiliate brand bidding is necessary a full RFP will be implemented."

Given those two statements, I reckon those three affiliates should be thrown off the programme.

[bapages]

Steve I would agree with you were I not in possession of the minutes of a teleconference with Next where they clearly state that no affiliate brand bidding is allowed as "it is currently not perceived as adding incremental value" and "If, after 5th May it is determined that affiliate brand bidding is necessary a full RFP will be implemented."

Given those two statements, I reckon those three affiliates should be thrown off the programme.

Fair enough, they would have had me fooled especially with so many programs that do not declare if they have closed groups.

[jess1]

Terms is terms re merchants aff programs and nothing changes for affiliates, if you are in a merchants program and they say PPC restrictions still apply then thats the rules of that merchant. Shane nail on the head, what I can guage is that PPC policy has been tightened up across our clients where by they have a restricted ppc policy.

To be honest Im more worried about the google dependency for small businesses and affiliates and as always would encorage people to imagine if google fell over tomorrow and where would you go to aquire traffic and start working on that.

I see MSN and Yahoo are not getting it on.. its not like msn cant afford the asking price.
btw I think they should call it YAMS.com

[Mike_M]

Aren't merchants who have suddenly tightened up their PPC policies just shooting themselves in the foot?

All it takes is for one merchant in the same sector to allow brand bidding, and every affiliate and his dog will be promoting them instead.

[confuscius]

Nice to have an early example of a clear example of affiliates asking for trouble - my guess is that in a month's time there will be a few more.

Once again we will see that the playing field is anything but level for some. An interesting test for the resolve of the networks and merchants should follow as we can publicly monitor what happens. What's next in store?!

[Brigadoon]

I have just conducted a small test on some trial keywords, and have been informed that "A trademarked term is preventing your ad from showing."

So it would appear that trademarks are still preventing ads appearing!

The trademark is a very well protected one for this trial. Disney

[loquax]

Looks like the big switch on has happened... seeing ads on Dixons, Currys.. and even our own trademark.

Jason

[Shane]

aye check out the finance terms.. the likes of egg, mbna, virgin, barclaycard etc. are awash with ads, mostly poor ones.. although some are running with the trademark term in the ad too

my fave so far :

™ Egg Loan
Egg ™ "100% Loan"
Fundslender Secured Loans...
www.egg.com.loans.com

going to fundslender.co.uk/egg.html ... perhaps a good case for passing off .. is seriously bad advert.. has TM in it twice. mentions egg 3 times and doesn't even go to the display domain...

am sure things will settle a bit.. Google will no doubt turn the screw up over the coming weeks and months to wring ever last cent of value from every click

[KirstyM]

I don't think Google has completely put the changes out through the system yet either. I created an ad for some Chloe products yesterday and its still not showing due to Trademarking issues (although I am seeing some more ads on that term today).

I guess we will see the impact on the big name, high traffic volume brands first. Google will no doubt make sure those are all up and running with oodles of lucrative ads ASAP.

[Brigadoon]

aye check out the finance terms.. the likes of egg, mbna, virgin, barclaycard etc. are awash with ads, mostly poor ones.. although some are running with the trademark term in the ad too

my fave so far :

™ Egg Loan
Egg ™ "100% Loan"
Fundslender Secured Loans...
www.egg.com.loans.com

going to fundslender.co.uk/egg.html ... perhaps a good case for passing off .. is seriously bad advert.. has TM in it twice. mentions egg 3 times and doesn't even go to the display domain...

am sure things will settle a bit.. Google will no doubt turn the screw up over the coming weeks and months to wring ever last cent of value from every click

The Egg term could be keyword insertion. I'm see a John Lewis ad on the term Disney with the word disney as the title!