Trademark Bidding On MSN AdCenter
Just received this email from the friendly folks over at MSN AdCenter:
Microsoft adCenter is changing the way we manage our trademark policy starting September 10, 2007. While no change will be made to the trademark policy itself, this update aligns better with marketplace practices, speeds up editorial review to get your ads live faster, and ensures consumers see relevant ads.
What’s changing?
It will now be the advertiser’s responsibility to obtain permission from the trademark owner to use a trademarked term in their ads. It will also be the trademark owner’s responsibility to address ongoing incorrect usage of their trademark term(s) directly with third-party advertisers. Microsoft adCenter will no longer intercede to obtain permission for the advertiser wanting to use a trademarked term.
What Is Trademark Bidding?
Trademark bidding involves bidding on the trademark terms in the PPC search engines in order to drive traffic to your affiliate offers. For example, you bid on the keyword “northwestairlines.com” if you had your own website advertising airline tickets. Then, when someone searches for ‘northwestairlines.com’, they see your ad, and then if they click they go to your website.
On Google, this practice is allowed. However, MSN has been strict about this policy until just a few minutes ago, when they changed their policy!
Why Should You Care About Trademark Bidding?
If you aren’t bidding on trademarked terms, you are missing out on cheap clicks. Remember, “boots.com”, “www.boots.com”, and “http://www.boots.com” are all separate terms!
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