Keyword Advertising. Maria Baudino Senior Corporate Counsel, Latin America Google Inc.

Transcription

1 Keyword Advertising AIPPI FORUM Session II: Trademarks and the Internet comparison web sites, meta tags, keywords, the Google keyword policy and other current issues Buenos Aires, Argentina Maria Baudino Senior Corporate Counsel, Latin America Google Inc.

2 Who Uses Keyword Ads and How They Work

3 Who uses keyword ads and why? Almost everyone who advertises online Trademark owners Keywords enable advertisers to target relevant consumers (self-identified)

4 How keywords work Users enter queries into search engines Advertisers select keywords Keywords trigger the display of ads Advertisers may choose different matching options Exact match Phrase match Broad match Negative keyword

5 Type of matching selected Will match these queries Won t match these queries Exact match KW=shoes shoes Tennis shoes Shoe Broad match KW=shoes Phrase match KW=red shoes Shoes Tennis shoes Nike shoes Red shoes Tennis Shoes red Red tennis shoes Negative keywords KW=shoes -Nike Shoes Tennis shoes Adidas shoes Nike shoes

6 Query: hotels Ads (sponsored links) triggered by keyword hotels 6/6/08

7 Examples (Yahoo!) TM owner ad Query: Bank of America Ad text: Bank of America Checking Learn about great benefits without the fees visit the official site. 6/6/08

8 Examples (Bing) Reseller Ad Query: Iams Ad text: Iams Health Promote healthy digestion & strong defenses with new Iams PreBiotics 6/6/08

9 Why is this a trademark issue? Trademark owners do not like to see competitors advertisements appear Some trademark owners object to resellers using the mark as a keyword Some trademark owners do not allow franchisees or affiliates to use the mark to advertise in competition to the trademark owner

10 Google s Policies

11 General Concepts Google provides advertising space; it does not sell keywords Advertisers are responsible for their choice of ad text and keyword triggers We do not monitor keyword use of our TMs because we do not believe such use is an infringement Google created TM complaint procedure to try to balance the interests of TM owners, advertisers and internet users

12 Google s TM Complaint Procedure Upon receipt of a reasonable complaint from a trademark owner, Google will conduct a limited investigation The investigation will only affect ads served on or by Google Google s policy does not apply to search results Google s policy does not apply to marketplace sites, which have their own policies and procedures for dealing with counterfeit items Google encourages TM owners to resolve their disputes directly with the advertisers If an investigation finds TM infringement, Google will require advertiser to remove TM and prevent future use Disapproved advertisers will create new accounts using new URL s, making it difficult to identify repeat offenders

13 Counterfeit Goods Policy and Procedure Google s policy prohibits the sale or promotion of counterfeit goods Google does not want counterfeiters advertising on its site it causes a bad user experience Google wants to work collaboratively with brand owners to better identify and deal with counterfeiters Ads explicitly promoting the sale of counterfeit goods will be flagged for review and disapproved Google uses a combination of automated and manual reviews to detect violations and enforce policies Google s new, streamlined, online procedures makes it easier for brand owners to report counterfeiters

14 Google's Perspective Sponsored links increase the volume and richness of information available to internet users and enable them to make informed choices Sponsored links services are central to the health of the information society Sponsored links services allow website owners of all kinds to reach a wider audience

15 Questions?