- Definition
- Trademark bidding is using a trademarked term as a keyword, or in ad text, to show ads on searches for that mark.
Google explains that it does not restrict trademarks used as keywords, but may restrict their use in ad text when a trademark owner submits a complaint, with exceptions for some resellers and informational sites. Microsoft Advertising describes its own intellectual property policies and complaint forms.
Because of this split, a monitoring team usually separates two questions: did a competitor's ad appear on the brand search, and does the ad text itself use the mark in a way that needs review.
How Ads Lighthouse observes it
Ads Lighthouse highlights ads from domains you do not own whose title or description mentions your brand, so the ad text question is easy to review. An observation does not prove that a trademark was bought as a keyword or that a policy was broken.
Official sources
- Google Advertising Policies Help: Trademarks
- Microsoft Advertising: Intellectual property policies
- Microsoft Advertising: Intellectual property complaint form
Sources checked on .