Can I safely use competitor's name in PPC ad?

Silly Grin · 08-11-2011, 02:53 PM

I'm sure this has been discussed somewhere on this forum... I couldn't locate it.
Question: One of our competitors has lots of searches with keyword as their product name. Our customers prefer our product. Can we use their product name with ®, as our keyword and in the Adwords ad? Coke and Pepsi do it all the time...

paulgl · 08-11-2011, 02:56 PM

You can bid on anything you want.

Google may reject it, but not based only on that.

It's very, very common.

However, I fond this line kinda funny:

"Our customers prefer our product."

Well, you better hope they do or they won't be your customers very long.

Maybe your competitor's customers prefer them?

Paul

FrankRumbauskas · 08-11-2011, 04:55 PM

You can do it as long as the product owner doesn't have a registered trademark filed with Google.

For example, people were using "Never Cold Call Again" in their ads so I filed my registered trademark with Google and now that phrase is automatically blocked if someone tries to use it.

Silly Grin · 08-11-2011, 05:37 PM

paulgl and Frank, I have an idea how to proceed.

Thanks for the help!

paulgl · 08-11-2011, 06:26 PM

Does that include half.com? And just below it
Amazon is using it as well.

Granted, it's your book....

Paul

dburk · 08-11-2011, 07:47 PM

Hi Silly,

You can use the keyword to trigger ads, but no, you cannot use a trademark in your ad text. As Frank wrote you may get it past AdWords if they haven't filed the trademark with Google, however this does not immunize you against a lawsuit. I wouldn't risk it, but don't take my word for it, ask an attorney.

paulgl · 08-11-2011, 08:10 PM

You can use trademarks and I just showed that sites like amazon, half, buy
have triggers to put those words in the ads. A search for ipad, wii, etc. pulls
all ads with those terms in them.

It's really up to google to accept them or not.

Mac is trademarked by apple. Check out this ad from microsoft:

That is exactly what the OP proposed to do.

Paul

Silly Grin · 08-11-2011, 09:52 PM

The PC vs Mac thing looks very pertinent. I'm sure Mac has filed a registered tm with Google, or have the $ to do so. Very interesting.
I'm going to register with Google anyway, not that it helped Frank with the book.
I'm discussing this with my business partner, might go ahead and try a keyword. We're not afraid of lawsuits (we're little guys), proposition of countersuing has worked in several instances as long as we're acting out of truth.
Cease and desist letter - my partner has a counter letter prepared for that.

Google is a very big public space now. They've got Adwords rules, yet certain things slip by somehow...

thanks guys for shining light on this.

Silly

08-11-2011, 02:53 PM	#1
Silly Grin Natural Marketer Join Date: Oct 2010 Location: rural NY Posts: 4 Thanks: 0 Thanked 1 Time in 1 Post	Can I safely use competitor's name in PPC ad? I'm sure this has been discussed somewhere on this forum... I couldn't locate it. Question: One of our competitors has lots of searches with keyword as their product name. Our customers prefer our product. Can we use their product name with ®, as our keyword and in the Adwords ad? Coke and Pepsi do it all the time...

08-11-2011, 02:56 PM	#2
paulgl Plundering the Web War Room Member Join Date: Feb 2007 Location: , , . Posts: 4,851 Thanks: 804 Thanked 1,200 Times in 887 Posts	Re: Can I safely use competitor's name in PPC ad? You can bid on anything you want. Google may reject it, but not based only on that. It's very, very common. However, I fond this line kinda funny: "Our customers prefer our product." Well, you better hope they do or they won't be your customers very long. Maybe your competitor's customers prefer them? Paul
	How to Make Money off Facebook: Login to your account. Deactivate your account. Get your butt to work.

08-11-2011, 04:55 PM	#3
FrankRumbauskas HyperActive Warrior War Room Member Join Date: Nov 2008 Posts: 196 Thanks: 7 Thanked 50 Times in 38 Posts	Re: Can I safely use competitor's name in PPC ad? You can do it as long as the product owner doesn't have a registered trademark filed with Google. For example, people were using "Never Cold Call Again" in their ads so I filed my registered trademark with Google and now that phrase is automatically blocked if someone tries to use it.
	Get hot offline leads without cold calling! Free 37-page 'Never Cold Call Again' PDF download New York Times Best-Selling Author Certified Google AdWords Professional Winner of 800-CEO-READ's Business Book of the Year Fast Company's Top 30 Most Influential People Online

08-11-2011, 05:37 PM	#4
Silly Grin Natural Marketer Join Date: Oct 2010 Location: rural NY Posts: 4 Thanks: 0 Thanked 1 Time in 1 Post	Re: Can I safely use competitor's name in PPC ad? paulgl and Frank, I have an idea how to proceed. Thanks for the help!

08-11-2011, 06:26 PM	#5
paulgl Plundering the Web War Room Member Join Date: Feb 2007 Location: , , . Posts: 4,851 Thanks: 804 Thanked 1,200 Times in 887 Posts	Re: Can I safely use competitor's name in PPC ad? Does that include half.com? And just below it Amazon is using it as well. Granted, it's your book.... Paul
	How to Make Money off Facebook: Login to your account. Deactivate your account. Get your butt to work.

08-11-2011, 07:47 PM	#6
dburk Senior Warrior Member Join Date: Nov 2005 Location: Tampa, Florida Posts: 4,643 Thanks: 162 Thanked 671 Times in 581 Posts Contact Info	Re: Can I safely use competitor's name in PPC ad? Hi Silly, You can use the keyword to trigger ads, but no, you cannot use a trademark in your ad text. As Frank wrote you may get it past AdWords if they haven't filed the trademark with Google, however this does not immunize you against a lawsuit. I wouldn't risk it, but don't take my word for it, ask an attorney.
	Don Burk * Get Results - Outsource Your PPC Management * Get a Keyword Domain Name - www.SeriousNames.com

08-11-2011, 08:10 PM	#7
paulgl Plundering the Web War Room Member Join Date: Feb 2007 Location: , , . Posts: 4,851 Thanks: 804 Thanked 1,200 Times in 887 Posts	Re: Can I safely use competitor's name in PPC ad? You can use trademarks and I just showed that sites like amazon, half, buy have triggers to put those words in the ads. A search for ipad, wii, etc. pulls all ads with those terms in them. It's really up to google to accept them or not. Mac is trademarked by apple. Check out this ad from microsoft: That is exactly what the OP proposed to do. Paul
	How to Make Money off Facebook: Login to your account. Deactivate your account. Get your butt to work.

08-11-2011, 09:52 PM	#8
Silly Grin Natural Marketer Join Date: Oct 2010 Location: rural NY Posts: 4 Thanks: 0 Thanked 1 Time in 1 Post	Re: Can I safely use competitor's name in PPC ad? The PC vs Mac thing looks very pertinent. I'm sure Mac has filed a registered tm with Google, or have the $ to do so. Very interesting. I'm going to register with Google anyway, not that it helped Frank with the book. I'm discussing this with my business partner, might go ahead and try a keyword. We're not afraid of lawsuits (we're little guys), proposition of countersuing has worked in several instances as long as we're acting out of truth. Cease and desist letter - my partner has a counter letter prepared for that. Google is a very big public space now. They've got Adwords rules, yet certain things slip by somehow... thanks guys for shining light on this. Silly