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Policy change for Google Adwords

In a major policy change affecting brand name bidding, from 5th May Google will permit brand names to be used as triggering keywords.

Google state that ‘Beginning 5 May 2008, keywords that were disabled as a result of a trademark investigation will no longer be restricted in the UK and Ireland’.

Currently if you search in the UK for HSBC - the well-known bank brand trademark, you won't see any paid adverts.

With the new policy, potentially, competitors of HSBC such as Halifax and Barclays could advertise on that pure brand-term keyword to "hijack" a proportion of the brand traffic, although the quality score from higher clickthrough rate on the recognised brand will mean that this is usually top.

Useful links

Click here to read the official Google post on the change of policy.

Click here to read the excellent article ‘Category 5 Alert for all UK companies using Google Adwords’ by Dave Chaffey.