Google to allow the use of trademark keyword terms for search

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Mountain View, Calif.—Search company Google has lifted its ban on the use of trademarked brand terms in advertising text on its search-results page. Previously, the company had forbidden trademarked term usage unless permitted by the trademark holder itself.

The change means that resellers will be permitted by Google to include in their AdWords text the names of the trademarked products they sell. For example, Staples now would be permitted to place ads that contain such terms as “Apple” or “HP,” or Sports Authority could use the term “Nike.”

To date, both Yahoo and Microsoft’s Live Search have been more liberal in allowing the use of trademarked terms in search ad copy, which can tend to produce less generic, more focused search results. Google’s new policy will become effective June 15.

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