by Traverse Legal, reviewed by Enrico Schaefer - July 25, 2008 - n. Keyword Advertising Trademark Infringement
Bidding on Competitor Trademarks is Bad Business : StraightUpSearch
Last week, American Airlines dropped its lawsuit against Google for allowing competitors to bid on trademark names via Google AdWords. The out-of-court settlement ends a nearly year-long battle between the airline and the search giant…
While ads served on competitor name searches did see an expected number of impressions, click-through rates were very low and conversions nonexistent. Disappointing results that didn’t justify the click spend. And certainly didn’t justify the time spent adding the competitor keywords to the paid search campaigns.
The Moral of the Story: Be more efficient with your PPC account management. Don’t waste your time and money bidding on competitor names, and give your legal team the rest of the year off.
Technorati Tags: google, adwords, trademark, PPC
As a founding partner of Traverse Legal, PLC, he has more than thirty years of experience as an attorney for both established companies and emerging start-ups. His extensive experience includes navigating technology law matters and complex litigation throughout the United States.
This page has been written, edited, and reviewed by a team of legal writers following our comprehensive editorial guidelines. This page was approved by attorney Enrico Schaefer, who has more than 20 years of legal experience as a practicing Business, IP, and Technology Law litigation attorney.
