As a trademark owner, if you used to heavily rely on your trademark keywords on Adwords for conversions, the recent changes may already have negatively affected your Adwords campaign performance:
- US trademark policy on ad text
- Google Suggest
The Adwords US ad text trademark policy change has created some short window of opportunities for non-trademark owners who are in the search affiliate space. With all the non-trademark owners are now eligible to include trademark keywords in their Adwords ad texts. These ads are now more competitive in terms of click through rates, which means the clicks used to land on the trademark owners’ ads would have been decreased. The favorable condition to the non-trademark owners would have also caused them to bid more aggressively and drive up cost-per-click on trademark keywords.
The best defense for the trademark owners now is to rely on the continuous improvements of Google Adwords Quality Score.
The launch of the Google suggest Adwords ads makes it easier for users to find what they want with a single click.
Besides showing your Adwords ad in as the last item Google Suggest, Google also includes a direct link of the top organic search result as the first item in the “search suggest” list. The downside for PPC is that users who previously used to click on one of the top PPC ads will now click on the direct link of the top organic search result. Your benefit is that instead of paying for those Adwords clicks, now you are getting the traffic for free (via SEO).
Some of you may already have spotted this shift of traffic through your Google SEO and Adwords reports.
How other blogs talked about Adwords Trademark policy change: