Trademark keywords versus ad copy
BrandGuardUpdated
The keyword that matched a search is not the same thing as the text the searcher sees. Record the visible fields before making a trademark complaint.
On this page
Searches, keywords and visible ads
Illustrated search ad
Example Retailer
Business name
The identity shown to the searcher.
example.com / compare
Display URL
A visible address, not the full destination page.
Compare YourBrand alternatives
Headline
Record the exact claim and any suggestion of affiliation.
An independent comparison of products and prices.
Description
Read the context alongside the headline.
The advertiser’s matched keyword is not shown here. Visible wording alone does not settle a policy or legal complaint.
| Layer | Example | Visible in the search ad? |
|---|---|---|
| User’s search | YourBrand shoes | Shown in the search box, not necessarily inserted in the ad. |
| Advertiser’s keyword | A keyword in an ad group | Not itself displayed. |
| Headline and description | The written offer | Yes. |
| Business name and display URL | The advertised identity and address | Yes. |
| Destination | The page after navigation | Not the full page within the ad. |
User’s search
- Example
- YourBrand shoes
- Visible in the search ad?
- Shown in the search box, not necessarily inserted in the ad.
Advertiser’s keyword
- Example
- A keyword in an ad group
- Visible in the search ad?
- Not itself displayed.
Headline and description
- Example
- The written offer
- Visible in the search ad?
- Yes.
Business name and display URL
- Example
- The advertised identity and address
- Visible in the search ad?
- Yes.
Destination
- Example
- The page after navigation
- Visible in the search ad?
- Not the full page within the ad.
Keyword insertion
Keyword insertion uses an eligible keyword from the ad group, not necessarily the user’s literal search. Review the keyword set, default text and rendered ads. A negative keyword is not a universal safeguard against unsuitable inserted text.
Policy and legal review
Visibility alone does not determine the policy outcome. The trademark policy explicitly distinguishes certain fields and uses; legal rights are a separate question.