Here's an interesting one.
Interflora is fed up with M&S and others having the word "interflora" in their PPC campaigns, so that users type that type "interflora" this into google, see competitors sites.
"M&S is seeking to promote its flower business in direct competition to Interflora.
The UK retailer has paid Google for keywords - including Interflora's own name - in its "AdWords" system, so that users looking for Interflora's website are presented with M&S as an alternative.
M&S said that it is "industry wide practice, which we say is not unlawful"...
...Interflora is not suing Google for selling keywords that the company believes to be trademark-protected.
Instead, the florist is suing its competitor, M&S, for buying those keywords.
This follows the European Court of Justice pronouncement in the LVMH case that Google had "not infringed trademark law by allowing advertisers to purchase keywords corresponding to their competitors' trademarks".
BBC News - Interflora sues Marks & Spencer over Google ad links
Does the EU ruling in this case mean that I can go to Google and pay them for using 'Google' in my ad words campaign on my web site? I can't see how they could refuse without putting themselves in the firing line.
hmmm, can of worms me thinks.... So PPC peeps, will you use competitor keywords in client campaigns?
“hmmm, can of worms me thinks.... So PPC peeps, will you use competitor keywords in client campaigns?” My answer on this is yes and no!  It truly would depend on what the business was and the aim of the campaign and of course the budget available. My gut feeling through is that the CTR and more importantly the conversion on this type of keyword would be low as the searcher has specifically searched for a specific company. However, I would have thought companies like M&S will have built in a proportion of the spend for brand awareness so conversion is not necessarily the end goal (if that makes sense) |
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