Brand protection guide:
Google Ads

With the rise of online advertising, businesses face increasing risks of brand misuse on platforms like Google Ads. If your brand does not have adequate protection, you’ll find it much harder to take action against unauthorized ads that can potentially significantly harm your sales. In this article we will outline how you can effectively protect and enforce your brand on one of the most important advertising platforms for small and medium sized businesses.

Monitoring your brand on Google Ads is crucial for maintaining control over how your business is represented and perceived online. By tracking brand-related keywords and ad performance, you can prevent competitors from hijacking your traffic and customers. It also helps you quickly identify any issues, such as negative ad copy or irrelevant search results, that may harm your brand’s reputation.

Trademark registration is a critical step in protecting your brand and provides the legal basis for taking action against unauthorized use. Without a registered trademark, your ability to enforce your brand rights on Google Ads and other platforms is significantly limited.

Trademark registration involves filing an application with the appropriate governmental authority, such as the United States Patent and Trademark Office (USPTO) or similar organizations in other countries. The application must include a clear representation of the trademark, whether it's a word, logo, or slogan, and a description of the goods or services it represents. Once registered, a trademark provides exclusive rights to use the mark in connection with those goods or services.

Having a registered trademark also allows you to utilize Google's trademark complaint process more effectively. Google has a clear policy for handling trademark disputes, but it requires that the trademark in question is registered. By registering your trademark, you can ensure that you have the necessary documentation to support your claims and protect your brand on Google Ads.

Before registering a trademark, it is strongly recommended to conduct a comprehensive trademark search, which will give you an overview of all potential conflicts with already existing trademarks. In Trama, we offer such assessment with results in 24 hours free of charge and we provide customers with personalized risk profiles that help them navigate the registration process with ease.

Google handles intellectual property rights through a combination of policies, tools, and legal frameworks aimed at protecting both creators and users. The company adheres to copyright laws like the U.S. Digital Millennium Copyright Act (DMCA) and provides tools for rights holders to report infringements, such as the Google DMCA dashboard. 

Google also removes infringing content from its platforms, including YouTube and its search results, when valid claims are submitted. At the same time, the platform encourages fair use and offers resources like YouTube’s Content ID system, which helps copyright holders identify and manage their content. 

One of the simplest and most effective ways to monitor your brand on Google Ads is to set up Google Alerts. Google Alerts will notify you whenever your brand name appears in new content indexed by Google. While this tool is not specific to ads, it helps you stay informed about how and where your brand is being mentioned online. By regularly reviewing these alerts, you can quickly identify any unauthorized use of your brand in ads or other online content.

Google provides a trademark complaint form that allows brand owners to report unauthorized use of their trademarks in Google Ads. If you find an ad that infringes on your trademark, gather all relevant information, including screenshots, URLs, and any other evidence that supports your claim. Submit this information through Google's trademark complaint form, and Google will review the complaint and take appropriate action, which may include removing the offending ads.

Regularly reviewing your own ad campaigns can also help identify unauthorized use of your brand. By monitoring the performance and placement of your ads, you can spot any unusual activity that might indicate brand infringement. Look for sudden drops in performance or unexpected competition on your brand terms, as these can be signs of unauthorized ads. Regular monitoring helps you stay proactive and address issues before they escalate.

If you encounter persistent issues with trademark infringement on Google Ads, consider engaging with Google Ads support. Google offers various support options, including direct contact with their support team, to help resolve complex issues. By working with Google Ads support, you can get expert assistance in addressing trademark violations and ensuring your brand is protected.

Monitoring and enforcing your brand on Google Ads is a continuous process that requires vigilance, strategic planning, and the right tools. For SMEs, where every interaction and impression counts, protecting your brand on Google Ads is even more critical. A proactive approach to brand management not only prevents misuse but also strengthens your brand’s presence and credibility on one of the world’s largest online advertising platforms.

As an added layer of protection and convenience, businesses can benefit from using professional brand monitoring services. At Trama, we offer that include:

With our services, you can focus on growing your business while we handle the complexities of brand protection. Contact us today to learn more about how we can help you safeguard your brand on Google Ads.