July 6th, 2012|
In our pursuit of trademark infringers over the past couple months; we noticed changes in Google’s keyword targeting algorithm that governs the display of paid ads in search results pages. Prior history had proven that if another law firm showed up in the paid ads after performing a Google search for a particular lawyer’s brand, i.e. “Carter Mario”, the other law firm most definitely was bidding on that specific keyword through Google AdWords. That made it fairly easy to identify infringers utilizing PPC to gain an advantage and “riding the back” of another brand. Enforcement of trademark rights was a much simpler path to pursue using basic search techniques, regardless whether we could attain full compliance or not.