AdWords
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Understand Google's advertising policies, including ad approval status and account suspension
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Client's Brand Name being used in Competitor's Google Adwords campaign

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# 1
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The client is Swanson's Ready Mix concrete in Sechelt. 

 

When they run a search for their business name in Google, Coast Concrete's ad shows up in the top of the search results via their adword campaign. 

 

Is this legal/permitted? How can the client protect their brand and search positioning around their own specific brand name?

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Accepted by MosheTLV (Top Contributor)
March 2017

Re: Client's Brand Name being used in Competitor's Google Adwords campaign

[ Edited ]
Badged Google Partner
# 2
Badged Google Partner

Hey Laurie,

 

yes, this is absolutely according to AdWords policies. Your competitor can also use your client's brand name in his ads, unless your client does have trademark for it. But there are absolutely no limitations for brand name/trademarks in keywords.

 

Tomáš

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Marked as Best Answer.
Solution
Accepted by MosheTLV (Top Contributor)
March 2017

Re: Client's Brand Name being used in Competitor's Google Adwords campaign

[ Edited ]
Badged Google Partner
# 2
Badged Google Partner

Hey Laurie,

 

yes, this is absolutely according to AdWords policies. Your competitor can also use your client's brand name in his ads, unless your client does have trademark for it. But there are absolutely no limitations for brand name/trademarks in keywords.

 

Tomáš

Client's Brand Name being used in Competitor's Google Adwords campaign

Badged Google Partner
# 3
Badged Google Partner

Yes you can use a competitors brand terms as targeted KW's. No, you can't use a competitors brand name in your ads - Regardless of whether or not that brand is legally TM'd. Sometimes it may happen, TM or no, but as soon as someone files a complaint, those ads will get disapproved.

Tom