Adwords US Ad Text Trademark Policy Change

As a trademark owner, using your trademark keywords on Adwords and ensuring your ad texts receive professional PPC copywriting have become increasingly important. The recent update to the ad text trademark policy in the US will allow all advertisers to use trademark in their ad copy.

In the US, Google allows the use of trademarks in ad texts as long as your websites satisfy one of the following criteria:

  • Resale of the trademarked goods or services
  • Sale of components, replacement parts or compatible products corresponding to a trademark
  • Informational sites

This ad text trademark policy update will be effective as of 15 June.

Before the policy update, non-trademark owners were not allowed to include trademark in their ad copy. However, Google has always been insisting one of the best practices is to include your keyword in your ad text.

Include one of your keywords in your ad text
Find the best performing keyword in your ad group and include it in your ad text, especially in the title. Whenever a user types that keyword and sees your ad, the keyword phrase will appear in bold font within your ad on Google. This helps draw the user’s attention to your ad and shows users that your ad relates to their search.

Part of your ad text will appear in bold whenever it matches or nearly matches a user’s search query.

The new policy will allow non-trademark owners to include trademark in their ad copy and compete with trademark owners’ ads on a more level ground.

Google already allows the use of trademark as keywords for most of the countries.

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