Bing Ads to allow bidding on trademarked keywords globally, makes it more like Google

Microsoft is mixing up how Bing Ads handles trademarks as keywords. According to the announcement, the restriction of using trademarks as keywords will be removed globally, as they already have been for the US. However, this doesn't mean that Bing Ads is dropping protection of trademarks in ad copies.

The post explains:

For instance, fair use of a trademark in ad copy will continue to be allowed for resellers of an authentic good or service, informational websites (such as product reviews), the ordinary dictionary use of a term, or comparative advertising (when supported by independent research).

The goal is to make switching campaigns between major search engines easier. In fact, it is very similar to Google's AdWords trademark policy. With Bing Ads becoming more streamlined, businesses will supposedly see a 'better experience' and 'broader results'.

These changes will go into effect on March 27, 2017, across ten countries: Australia, Brazil, France, Italy, New Zealand, Republic of Ireland, United Kingdom, Hong Kong, Indonesia, and Singapore.

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