Last week, American Airlines dropped its lawsuit against Google for allowing competitors to bid on trademark names via Google AdWords. The out-of-court settlement ends a nearly year-long battle between the airline and the search giant...Technorati Tags: google, adwords, trademark, PPC
While ads served on competitor name searches did see an expected number of impressions, click-through rates were very low and conversions nonexistent. Disappointing results that didn't justify the click spend. And certainly didn't justify the time spent adding the competitor keywords to the paid search campaigns.
The Moral of the Story: Be more efficient with your PPC account management. Don't waste your time and money bidding on competitor names, and give your legal team the rest of the year off.