"Microsoft" as a keyword

is that allowed?

[Melkor111]

hello everyone

I'm thinking of starting an AdWords campaign for a company I work for but there's an issue...

... what will happen if I put keywords such as "Microsoft" or "IBM" in my list on AdWords? Will G allow it? If G says yes, will Microsoft in its turn be mad at me?

thanx in advance

P.S.
We are an IT company the products of which have relation to Microsoft's products...

[Sobriquet]

brands and company names are not allowed unless you own them.

[PCInk]

Many brands do allow you to use/bid on their trademarks in certain circumstances. One is if you actually are selling their (genuine) products. Possibly a helpful support board.

Others will not let you use their trademark at all.

There doesn't appear to be any easy way to find out which you can't use.

[deep_alley]

Google is more particular about Trademark terms appearing in Ads. I think its allowed as long as the trademark owner has no issues. You can give it a try and see what happening. While writing the ad, google might not allow it or state that you are going against their editorial policy (in which case you can request an exception which they will review and then decide to approve/disapprove the ad). I would suggest you trying adding the keyword and see what happens.

[Melkor111]

Thank ye all for the replies!

I think it's true what deep_alley said cuz I've seen quite a lot of examples of a company putting a keyword of their competitor's name...

I'll try to submit the keywords and see what happens... just have to be careful about it, I presume.

[ronmcd]

I would never use microsoft in my ad copy, they dont bother sending cease and desist letters, the first you will know they didnt like it is when the legal papers arrive at your door. Seriously.

[Melkor111]

Well, I don't think I will ever put Microsoft in. Even if my superiors are gonna insist - I will fight to the end, but won't surrender ;)

But as for some smaller companies I will try, cuz I have some pressure from above me.

---
Btw, I did put them in and G accepted - my ads are showing, for a while. I'll post a message if I get banned...

[deep_alley]

Does google ban advertisers for using 'competitor name' keywords(big or small)? What if someone doesnt know that its not allowed? Have used competitor names before and there has never been an issue. Have also seen so many other advertisers using brand/company names as keywords.

[jtara]

Google allows you to use trademarked terms as keywords in the U.S. They do not allow it in Britain. Other countries would vary, depending on how the trademark law has been interpreted in each country.

There are a number of trademark cases pending in the U.S. regarding the use of trademarked terms as keywords. Some of these name Google as defendant. So far, Google is holding it's ground, and has not restricted this in the U.S.

Be careful about dynamic keyword substitution, though. If the trademarked term is displayed in the ad due to dynamic keyword substitution, your ad may be disapproved upon human review. (The system won't catch this.)

[ronmcd]

There is a case where Microsoft and Washington State are sueing a software company, one of the defendents is an affiliate, his only crime was using Microsoft in the adwords title. So beware. Just because google lets you do it, its not going to help you legally.

[deep_alley]

The only reason I dont like keyword insertion ads...have to be very very careful. Any idea on how such ads convert (leads, sales etc) as compared to non keyword inserted ads? I have heard that CTRs are always higher for such ads, which seems logical, but what about conversion rates?

[Melkor111]

... to develop the topic a bit.

Do you think there is a possibility to prohibit the usage of certain keywords (especially brand names) for other advertisers?

It's just my guessing, because I face a little problem: some keywords I have on my list do not trigger ads. They have about the same CTR and other parameters as all the others (which do trigger), but I can't see ads. However, G tells me that the keyword is active and IS actually triggering ads, because I can see that the amount of Impressions is growing...

I though that the problem might concern the brand names usage. What is your opinion?

P.S.
Thank ye all for your posts.

[jtara]

There's an important distinction that should be made regarding the use of trademarks as triggers.

GOOGLE does not disallow this, in the U.S. and Canada, although they do disallow it in other countries.

This appears to be lawful right now in the U.S., but there are multiple legal challenges pending, so if you do this you may find yourself vulnerable to legal action.

However, there ARE situations where you may be restricted from using particular trademarks as triggers. In particular, if you are an affiliate (in the "affiliate marketing" sense) of the company holding the trademark.

Many or most companies that have affiliate programs prohibit their affiliates from using their trademark(s) as triggers for PPC ads. This is written into their affiliate agreement. This is quite aside of what Google may or may not allow.

Of course, if you are not an affiliate of a given company, you didn't sign that agreement, and are under no obligation (under that agreement) not to use the trademark as a trigger.