Trademarks in demand following Google move

Research carried out by search marketing agency Greenlight found that 83% of marketers would bid on rival brand names, with 17% opting not to take advantage of the new opportunity.

Google introduced a new policy on 5 May, allowing anyone to bid on trademarked single word searches. The option to bid on trademarked multiple word search terms has always been open to brands and the change of policy has brought Google in line with the approach of its US operation.

The Institute of Practitioners in Advertising has since panned the move, claiming that it shifts the goalposts for all UK brand owners.

Greenlight surveyed 500 marketers as part of a recent seminar it held, titled “Five ways to maximize profits in paid search”.