From Affiliate Wiki
It has become critical for a merchant to display a brand name bidding policy to ensure transparency for affiliates.
A example of a well structured brand name / paid search bidding policy can be taken from Tradedoubler
1 Display URL
1.1 You can include trademarks in the sub folders of the display URL's in your Search Engine Adverts
Example:
www.AffiliateSite.com/AdvertiserName
YES
1.2 You can include trademarks in the sub domain of the display URL's in your Search Engine Adverts
Example
www.AdvertiserName.AffiliateSite.com
NO
1.3 You can operate domains which contain trademarks for the sole purpose of driving traffic from Search Engines
Example
www.AdvertiserName.com
NO
2 Ad Title
2.1 You are allowed to use trademarks in your Ad Copy Title
YES
3 Ad Text
3.1 You are allowed to use trademarks in your Ad Copy Body
YES
4 Keywords
4.1 You are allowed to show adverts on misspellings of advertiser's trademarks.
NO
4.2 You are allowed to show adverts for a search on advertiser's Company Name and trademarks.
NO
4.3 You are allowed to show adverts for a search on advertiser's Company Name or trademarks when also using generic terms. (e.g. brand + generics)
YES
4.4 You are allowed to show adverts against advertiser's URL (e.g. www.emerchant.com)
NO
4.5 You are allowed to show adverts against advertiser's URL or variations
www.emerchant.com, w.emerchant.com. ww.emerchant.com,etc…)
NO
4.6 You are allowed to show adverts on trademarks, or variations, of advertiser’s competitors?
NO
4.7 You are allowed to show adverts for generic terms when using a landing page.
YES
5 Negative keywords list/ Trademarks
5.1 You are not allowed to show adverts for a straight search on these trademarked or excluded terms
