trademark

Making Sense of Trademarks in AdWords

I was talking to a small business owner the other day, who was complaining to me about how difficult it is to run Pay Per Click ad campaigns on Google when you are faced with conflicting information all the time. I asked him to elaborate and he said: “I talked to my Google AdWords rep recently and he said that using company names in an ad violates Google’s terms. Also, in some of your blog posts, you seem to suggest bidding on common brand names is also a violation. But I was under the assumption that this was common practice. Is it not? I’m sure our competitors are doing that and I’m wondering if I could report that to Google?” It did seem like a confusing issue, so I decided to research it a little more. Use of Your Company Name or Trademark in AdWords Putting your own company name or trademark in your ad is certainly not a violation, it’s encouraged, particularly if yours is a well known brand/name. In the section of AdWords Help called Use of Trademarks in AdWords , there is an authorization form you can submit to be able to use your brand / trademark throughout your account.

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Making Sense of Trademarks in AdWords

trademark

That First Impression: Title Considerations

While it certainly isn’t as much work as crafting the body of a superior article, selecting a title for a piece is definitely an important element of the entire process of content creation. The title of an article is a multifunction web tool, providing opportunities for engagement with the reader and search engine in equal measure. Putting some thought into the title and how best to leverage its effects will help title choices provide a solid return on investment instead of burdening an otherwise good project needlessly. Making Wordplay Work The necessity of a good title is rather self evident if one plays a small game. Borrowed from Christopher Hitchens’ autobiography, Hitch 22, the game basically goes like this: Pick a popular movie title and change it just slightly to get a “title that didn’t quite make it” — Quiet of the Lambs, American Pastry, Mister Zhivago, the American Samurai and such all demonstrate the importance of getting things just right. A small change can eliminate the value of good wordplay or an entertaining twist of phrase in favor of something more bland and pointless. To that end, try to put some thought into the title

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That First Impression: Title Considerations