This all stemmed from Google’s win against Louis Vuitton in court which was over the use of the company’s trademarked brand names within Google’s search advertising. See this article for more information on the case
What effect will this change have?
Well firstly Google will become even richer. As anyone can now bid on trademarked terms, more ads will start to appear on companies branded terms and these companies will see their CPC’s soon begin to rise.
We’ll see a much bigger PPC presence from affiliates, resellers and information portals leading to much greater competition levels and CPC’s, I hate to imagine what the cost to bid on the terms Iphone or Ipod will be! We’ll also see many sellers that paused PPC due to the vagueness and high cost of their ads re-enter the market.
We may see a re-emergence of gentleman’s agreements between companies that previously become prevalent when the first change to trademarks happened in May 2008 allowing advertisers to bid on other company’s brand names.
What is certain however, now that every company is open to attack from every single angle, there’s never been a greater time to make sure you keep a hugely keen eye on your PPC performance and also your competitors’ bidding habits.