Cross-network compatibility between adCenter & AdWords for trademark owners

Comparing Google and Microsoft trademark policies do have certain things in common and a few uncommon things. It is important that you are aware of the o the cross-network compatibility between adCenter & AdWords trademark policy implementations.

We have checked a couple of them in the previous blog. Let me elaborate on some more features:

Dynamic keyword insertion ads: Let us now check the implications for DKI ads. There was that time on AdWords when black-hatters could make use of DKI and get around Google terms of service with convenience. They would do so by opting to dynamically insert trademark terms in ads.

However, those days are now gone! So if a dynamic insertion apparently causes a trademark to appear, Google will simply employ the default ad text instead. On the other hand, Microsoft will take that keyword offline if and when a dynamic insertion results in a trademark complaint.

Specific versus general complaints: Google lets trademark owners file general or generic trademark complaints, which may apply to all relevant ads. The search engine giant also allows them to identify certain trademark users who can be authorized to make use of the trademarks in ads. On the other hand, Microsoft requires that trademark owners file very specific complaints if and when they come across ads that apparently infringe (they perceive it so) on their trademarks.

In effect, the advertisers need to continually monitor the paid search listings for the purpose of keeping competitors off their trademarks and avoid any kind of infringement. Microsoft might or might not take a cue on this count from Google and let trademark owners file general complaints. However, the company emphasizes that they are, as does Google, ‘not a mediator’. It’s the trademark owners who are ultimately responsible when it comes to guard their trademarks.

Agencies acting for or on behalf of trademark owners: Both Microsoft and Google let ad agencies act on a trademark holder’s behalf and file complaints. The process to obtain sanction is well documented at the Google website.

You may struggle the relevant details on the Microsoft adCenter site. A company spokesperson has recently clarified that they do have in place a one-time agency authorization form to be filled by trademark owners and advertisers. You may check with Microsoft representative for further details.

Search versus content networks: Google and Microsoft will investigate complaints regarding trademarks in their search as well as content networks. You may or may not be presently advertising on the respective content networks, it is advisable that you monitor them for infringing ads. It’s not that easy as your ads can surface on so many sites. Services like Keyword Spy and SpyFu can be of help in spotting trademark infringements. Adgooroo is a tool that reports on search as well as display ads.

Non-advertisers: AdWords and adCenter Both accept trademark violations even from non-advertisers.

Meanwhile, what’s your experience when it comes to advertising on the new combined Yahoo! Content and Microsoft Ads network? Is it bringing your brand increased visibility? Has it helped you as a customer to achieve your advertising goals? Do share your experiences and what precautions you are taking? I am keen to hear from you Microsoft Advertising.