Google's New Trademark Policy: How Beneficial is it?

As most of you might already know, effective June 15th of this year, Google is starting to allow the use of trademark terms in the ad text. Every time an advertiser submits his ads that contain a trademark term, the ads will be "under review" before it can start showing. The review process basically exams whether the advertisers meet the criteria to use trademark terms in their ad texts.

Oh, and did I mention that the review process can take up to a week or more? It is a very long time in a constantly changing market.

One might assume that once the ad passes the review for the first time, it will be stamped as safe by Google the next time you update your ad text, but it's NOT. As long as you have a trademark term in your ad text, your ads will need to go through the same (long) review process even though all you had changed was punctuation.

This is really annoying for advertisers who are selling products that constantly go through price changes. Imagine waiting for a week for the new price to show up in your ads only to find out there is another price change just around the corner.

They would be better off and have fewer headaches if they just stick to not using trademark terms at all.