Post by account_disabled on Dec 24, 2023 0:11:34 GMT -5
Not so long ago, Google officially released the news that it will remove the need to own the rights to use keywords in some countries. Since this change affects most EU states, including the Czech Republic, it is almost necessary to say a few words about this step. Google's official statement dated 08/04/2010 talks about the cancellation of the rule for using trademarks as keywords for commercial campaigns in the AdWords system, as of September 14, 2010. Will this change make any significant difference in the creation and management of PPC (Pay Per Click ) campaigns, or will the list of keywords just grow by a few dozen brands? The change only affects keywords, not ads One of the facts that we have to realize with the change is the fact that it is not a cancellation of the trademark (TM) for the words that are included in the advertising texts, but only for the keywords.
In the B2B Email List architecture of the campaign, this will most likely mean the creation of an advertising group with all possible competitor names, on which an advertisement will be displayed, but which will not contain the search phrase (TM will still be applied here). A search for the word "Apple" can serve as an example: image Search on the seznam.cz server, no trademark is applied When we enter the same search in Google, it is clear that the TM applied is: image Search on the google.cz server As of September 14, 2010, this Google image will be a thing of the past.
An advertising message will appear instead, communicating various e-shops selling Apple electronics. However, we must not forget that advertisements must still not display words protected by TM. Therefore, the advertisement will probably have the following form, in which its creator cleverly bypasses the trademark: Computers and MP3 players Quality products that last. Modern products and quality guarantee.Prague 4 Question mark on behalf of DKI While writing this article, a question stuck in my head to which I have not yet found an answer and will probably have to wait until mid-September. This is DKI (Dynamic Keyword Insertion) - this abbreviation can be explained as the automatic insertion of keywords into the text of the ad if they are relevant to the search phrase.
In the B2B Email List architecture of the campaign, this will most likely mean the creation of an advertising group with all possible competitor names, on which an advertisement will be displayed, but which will not contain the search phrase (TM will still be applied here). A search for the word "Apple" can serve as an example: image Search on the seznam.cz server, no trademark is applied When we enter the same search in Google, it is clear that the TM applied is: image Search on the google.cz server As of September 14, 2010, this Google image will be a thing of the past.
An advertising message will appear instead, communicating various e-shops selling Apple electronics. However, we must not forget that advertisements must still not display words protected by TM. Therefore, the advertisement will probably have the following form, in which its creator cleverly bypasses the trademark: Computers and MP3 players Quality products that last. Modern products and quality guarantee.Prague 4 Question mark on behalf of DKI While writing this article, a question stuck in my head to which I have not yet found an answer and will probably have to wait until mid-September. This is DKI (Dynamic Keyword Insertion) - this abbreviation can be explained as the automatic insertion of keywords into the text of the ad if they are relevant to the search phrase.