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Yahoo Search Marketing (searchmarketing.yahoo.com) has recently announced its advertisers of a new policy to be implemented as of March 1st 2006, concerning the use of trademarks within their products and services *.

Hotel Booking Under the new policy, no reference to a trademark can be made (except for ads placed by the trademark owners themselves, obviously), and consequently no bids can be make for keywords containing such trademarks. Exceptions refer to usage of trademarks in non-competitive ads, such as those made by re-sellers, or in informative (and still non-competitive) ads.

Items that contain only a specific spelling of a word In some cases, or an alternate spelling of your search word(s). For example, if you were searching for book, you would receive search results with items containing the keyword book or the keyword books. Searching for grey would bring back items containing the keyword grey or the keyword gray. Use this command when you want an exact match.

Travel Agency The previous policy allowed references to competing trademarks and comparisons as long as they were objective and informative - the formulation makes me cringe, as it is clearly troublesome trying to evaluate objectivity when speaking of business competitors. As for the informative side of it. the probability for someone to actually PAY for an ad to be informative of someone else's product/service, that is as believable just like the existence of Santa Claus.

In cases in which an advertiser has bid on a term that may be the trademark of another, Yahoo! Search Marketing allows the bids only if the advertiser presents content on its Web site that (a) refers to the trademark or its owner or related product in a permissible nominative manner without creating a likelihood of consumer confusion (for example, sale of a product bearing the trademark, or commentary, criticism or other permissible information about the trademark owner or its product) or (b) uses the term in a generic or merely descriptive manner.

Cheap Hotel It is really good to see Yahoo making a big step forward in regulating abuse and misuse of trademarks, even though that probably translates in some revenue loss for them, by having certain advertisers migrate to a friendlier place such as Google. According to Google policies, [...] advertisers may select trademarked terms as keywords or use them in the content of the ad. As a provider of space for advertisements, Google is not in a position to arbitrate trademark disputes between advertisers and trademark owners. As stated in our Terms and Conditions, advertisers are responsible for the keywords and ad text that they choose to use. Accordingly, Google encourages trademark owners to resolve their disputes directly with the advertiser, particularly because the advertiser may have similar ads on other sites. However, as a courtesy to trademark owners, Google is willing to perform a limited investigation of reasonable complaints.

Step 4 Enter Your Bids and Determine Your Budget Now Yahoo will show you the current live bids for the keywords that you have selected and will allow you to set exactly where your ad will appear for those chosen keywords by selecting how much you would like to bid. They will also give you an estimate as to how many clicks you can expect and what your budget will be for the month. Remember to stay within your budget and to start out small, you can then work your way up once you see some conversions.

Flight Booking The question is why would Yahoo change its policies and apparently offer Google an even bigger bite from the SEM cake? It is way too early to say now, and their official explanation is not entirely believable: Yahoo states to have had the users best interest in mind, by providing them with a better experience when searching terms that contain trademarks. Though this would make a laudable initiative with a good PR potential, experts know the search market is driven by large publishers and advertisers and not by the little surfing guys. Numerous speculations can be made: threats of large legal actions from trademark owners, pressure from certain groups of interests are among the most vehiculated ones.
However, a more plausible one is that Yahoo makes preparations for a much larger scale movement destined to influence the market in a manner we cannot anticipate just yet.

It then brings back all the keywords that contain your site's most important "Site Concept Keyword." 20 times keywords than every other third party keyword tool (including Yahoo!'s and Google's) combined! Every keyword in the world that contains your Site Concept Keyword is discovered and returned to you with additional invaluable data. It should have been called "The Ultimate Icing On The Cake."

Travel Agent Until further industry news, there is one thing to rejoice: from now on, no better than Botox ads on Yahoo and their partner sites!

In some cases, or an alternate spelling of your search word(s). For example, if you were searching for book, you would receive search results with items containing the keyword book or the keyword books. Searching for grey would bring back items containing the keyword grey or the keyword gray. Use this command when you want an exact match.

Hotel Chicago * - the products and services covered by the new policy are: Sponsored Search, Local Advertising, Search Submit, Product Submit, Travel Submit and Directory Submit.

Online Booking

Travel Health Insurance Otilia is a young certified professional with expertise in e-Marketing and e-Business, currently working as independent consultant and e-publisher. She developed and teaches Principles of e-Marketing, available at UniversalClass.com and has recently launched MarketingWHO.com, a professional Marketing Directory.
Contact Otilia through TeaWithEdge.com, her Marketing and eMarketing articles portal.

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