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This is the first major uproar I’ve heard over a company using a competitor’s product as a targeted PPC campaign keyphrase. I have to admit, I’ve always felt on-the-fence to include competitor’s names or products in the PPC campaigns I build. I understand the marketing tactic, but there’s a stinky element to it. One of my client’s competitors uses my client’s business name as a PPC targeted keyphrase in their campaign. Not only does my client not really mind, they are flattered by it. Besides, if you searched the company name or one of their trademarked products, you should be the first showing up in organic anyway - which gets MUCH more credibility and attention than the sponsored links. So I guess it shouldn’t really matter in the end. Take it as a compliment.
Here’s the article…
American Airlines sues Yahoo over search terms from PhysOrg.com
(AP) — American Airlines is suing Yahoo Inc. for trademark infringement, a case similar to one that the nation’s largest airline settled this summer against Google Inc.
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