Google has today released their new trademark policy in the UK and I’ve been doing some searching to find the effects so far.
It seems like a lot of advertisers have been made aware of the issue and are taking advantage of the situation to bid on rivals. Large supermarkets and brands such as Amazon and Lastminute.com (which is threatening to sue Google) are particularly being affected.
One interesting thing to note is that Tesco, the brand that is famously refusing to bid on competitors terms, isn’t even bothering to bid on their own brand name.
My prediction is that brands will be sat looking at their Google search results today and wondering what they can do about the situation. Nobody seems to be bidding on the BBC yet so there are still some opportunities waiting to be exploited over the next few days. Expect the market to be totally saturated by the end of the day as people come back from the Bank Holiday.
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