If you’ve noticed your ads getting approved for keywords that used to require trademark approval, you’re not imagining things. While it might feel like a sudden shift, this change has actually been in the works for a while.

Back in July 2023, Google updated its Trademarks policy to change how it handles trademark enforcement. Instead of blocking all advertisers from using a trademarked term, Google now only processes complaints against specific advertisers or ads. As part of this transition, they’ve been phasing out older trademark restrictions, allowing more advertisers—including you—to bid on terms that were previously off-limits.

What This Means for Your Ads

If you previously needed trademark approval to run ads, you may now find that:

• Your ads are getting approved more easily, even without explicit authorization.
• More competitors are bidding on the same terms, increasing competition.
• You have new opportunities to expand your reach using keywords that were once restricted.

What You Should Do Next

While this shift opens up more possibilities for advertisers, it also means competition for certain keywords could rise. Here’s how YPC Media will  stay ahead:

• Monitor performance closely—CPCs and visibility may shift.
• Refine your strategy to ensure you’re maximizing returns on high-value keywords.
• Keep an eye on competitors and adjust bids as needed to stay competitive.

If you have any questions or need help adjusting your strategy, we’re here to help. Let’s review your campaigns and make sure you’re set up for success in this evolving ad landscape.

Have questions? Let’s talk!