What is the Google Ads policy on competitive keywords?

Google Ads has strict policies regarding the use of competitive keywords in ad copy and targeting. These policies are designed to prevent advertisers from misleading or confusing users, and to ensure that ads are relevant and useful to users.

Here are some key points to keep in mind regarding the Google Ads policy on competitive keywords:

1. Trademark Use: Advertisers are not allowed to use trademarked terms in their ad copy or targeting unless they have explicit permission from the trademark owner. This includes using trademarked terms as keywords, ad text, or display URLs.

2. Competitor Names: Advertisers are not allowed to use the names or trademarks of their competitors in their ad copy or targeting. This includes using competitor names as keywords, ad text, or display URLs.

3. Misleading or Deceptive Ad Copy: Advertisers are not allowed to use ad copy that is misleading, deceptive, or confusing to users. This includes using ad copy that implies a false association with a competitor or their products.

4. Brand Bidding: Advertisers are allowed to bid on competitor keywords as long as they do not use the competitor's name or trademark in their ad copy or display URL. However, advertisers must comply with all applicable laws and regulations regarding brand bidding, and must not engage in practices that are intended to mislead or confuse users.

5. Ad Review: Google Ads reviews all ads for compliance with its policies, including the policy on competitive keywords. Ads that violate these policies may be disapproved or suspended.

It's important for advertisers to carefully review the Google Ads policy on competitive keywords and ensure that their ads comply with all applicable rules and regulations. By using competitive keywords in a responsible and ethical manner, advertisers can improve their ad performance and reach their target audience more effectively.