Google recently lifted their restrictions on trademarks meaning advertisers can now include previously restricted brands in their ad copy. People, in general, tend to identify with brands. CTR (Click-through rate – read the definition at Wikipedia here) is in most cases higher on more targeted ad copy. Previously AdWords would disallow these trademarked terms completely.If your client allows it, all trademarks can now be used in ad copy, provided the website provides a product or service associated with the trademarked term. The question is, have you done it? As a copywriter in charge of multiple accounts I have been surprised at how many adverts have been running without brands and hence have been running as the ‘generic’ alternative.

It can also be a lengthy procedure as doing a manual analysis of the existing copy is the only way to ensure that you don’t miss the lesser-known brands as opposed to focusing on the more obvious such as “iPod” or “Nike”. However, only by taking a second look will you discover the generic adverts that can now run as more brand specific (and hence targeted) copy.

You can read the full Trademark Policy for Google AdWords & AdSense online here.