Google Keyword Planner Now Shows Trademarked Terms

trademarkAt some point recently, Google started to indicate terms that are trademarked in the Keyword Planner with the TM mark.

Dan Shure of Evolving SEO tweeted about the new feature, noting that McDonald’s “I’m Lovin’ It” tagline is not marked as trademarked while Staples’ “The Easy Button” is marked as such. (Burger King’s “Have It Your Way” also gets a TM.)

What is marked as trademarked and what isn’t appears to be somewhat inconsistent at this point. For example, in this set of queries for several Pittsburgh Steelers’ related terms, “steellers” and “steelers pictures” are no’t marked as trademarked. I assumed that meant that “Pittsburgh” needed to be included in the search to trigger the trademark. However, for some reason “steelers hat” is marked with with the trademark symbol.

Keyword Planner Trademarks SteelersThe NHL was the only major sports organization I could find that wasn’t marked, likewise NHL team names such as Pittsburgh Penguins are not marked.

The trademarked terms can still be added to campaigns. The “TM” mark is not included with the keywords when they are added. Presumably Google is adding the marker to help eliminate user surprise when trademarked terms get disapproved. The inconsistency could cause more confusion if in fact keywords such as “steelers pictures” are eventually disapproved for trademark reasons.

Related Topics: Channel: SEM | Google | Google: AdWords | SEM Tools | SEM Tools: Keyword Research | Top News


About The Author: writes about paid online marketing topics including paid search, paid social, display and retargeting. Beyond Search Engine Land, Ginny provides search marketing and demand generation advice for ecommerce companies. She can be found on Twitter as @ginnymarvin.

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  • James R. Halloran

    Ah, well that should do more help than bad. It doesn’t look like the function is entirely activated yet, so I think we need to be a little more patient for all of the TM terms to be updated. (I’m sure the NHL will update their TMs eventually.)

  • Steve Morgan

    As I said in an @mention to Mr Shure, I first spotted this about 1-2 weeks ago. I didn’t mention anything as I assumed it was old news (regretting that now)! I wonder if I saw it as part of an early test, pre-wider roll-out? What’s even more unusual is that it was for quite an obscure trademark/brand, as trademarks go: a brand of bassoon (a type of musical instrument), rather than a common everyday brand like Coca-Cola or McDonalds…

  • Alex Polonsky

    I think this is a great feature. Nothing worse than getting an ad rejection notice hours after you create an ad.

  • Gaurav Srivastava

    Thank SEL for the fastest update about this key info.

  • Kevin Anchi

    I guess the reason for some kws to have trademark and some not, Is due to schemas and Open Graph Protocol, the reason Google and all other search engines are calling for all sites to add Schemas on the site so that they can use the data efficiently for their reports and analysis and also for tools….

    Through Schemas only you can make understand the machines that the content is official logo, company name, brand, etc

  • James Nalton

    I noticed it too, it did seem like an early test though as it was showing up for some TM terms but not others.

  • mike jonsone
  • Han Gao

    Can any keywords in Broad Match trigger the queries including TM if I give these keywords a high enough bid? For example, my keyword is phone, can it trigger query ” iPhone”?

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