...trade names and trade marks. A lot of merchants allow their affiliates to bid on these... Say Google allows only one URL pointing to a particular domain as some of you have suggested. What would happen is that Google would essentially be removing any commercial value (for google) from these types of keywords because all of those ads (save one) that use to point to the trade name/mark holder would likely be replaced... by people looking to cash in only the newly cheap keywords with untargeted ads... result... less relevant results for the end user... It would also look a lot spammier IMO... I would contact my attorney so he/she could inform google I donít want anybody else bidding on my name/mark anymore.
kingfish's statement does follow logically as to what would happen to the majority of trademarked terms, which Google clearly values as part of its Adwords model. Remember in April they changed policy to allow bidding on trademarked terms, for a number of firm and strong reasons: