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<p class="MsoNormal"><span style="font-size:11.0pt">Doug,<o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-size:11.0pt"><o:p> </o:p></span></p>
<p class="MsoNormal"><span style="font-size:11.0pt">This is possible. Atlantic Cars could be bidding on \u201cconvertible\u201d using exact match or could be bidding on something related to convertible like \u201ccars\u201d with broad match or exact match. See
<a href="https://support.google.com/google-ads/answer/7478529">https://support.google.com/google-ads/answer/7478529</a><o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-size:11.0pt"><o:p> </o:p></span></p>
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<p class="MsoNormal"><b><span style="font-size:8.0pt;font-family:"Georgia",serif;color:black">Marc H. Trachtenberg
</span></b><span style="font-size:8.0pt;font-family:"Arial",sans-serif;color:black"><br>
Shareholder</span><span style="font-size:8.0pt;font-family:"Arial",sans-serif;color:black;mso-ligatures:none"><o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-size:8.0pt;font-family:"Arial",sans-serif;color:black">Chair, Internet, Domain Name, e-Commerce and Social Media Practice<br>
Greenberg Traurig, LLP <br>
</span><span style="font-size:8.0pt;font-family:"Arial",sans-serif;color:black">360 North Green Street | Suite 1300 | Chicago, IL 60607</span><br>
<span style="font-size:8.0pt;font-family:"Arial",sans-serif;color:black">T +1 312.456.1020
<o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-size:8.0pt;font-family:"Arial",sans-serif;color:black">M +1 773.677.3305<br>
</span><a href="mailto:trachtenbergm@gtlaw.com"><span style="font-size:8.0pt;font-family:"Arial",sans-serif;color:#BE9B39">trac@gtlaw.com</span></a><span style="font-size:8.0pt;font-family:"Arial",sans-serif;color:#BE9B39">\u2002|\u2002</span><a href="http://www.gtlaw.com/"><span style="font-size:8.0pt;font-family:"Arial",sans-serif;color:#BE9B39">www.gtlaw.com</span></a><span style="font-size:8.0pt;font-family:"Arial",sans-serif;color:black">
\u2002|\u2002 </span><a href="https://www.gtlaw.com/en/professionals/t/trachtenberg-marc-h"><span style="font-size:8.0pt;font-family:"Arial",sans-serif;color:#BE9B39">View GT Biography
</span></a><span style="font-size:11.0pt;font-family:"Calibri",sans-serif"><o:p></o:p></span></p>
<p class="MsoNormal"><o:p> </o:p></p>
<p class="MsoNormal"><span style="mso-ligatures:none"><img border="0" width="192" height="31" style="width:2.0in;height:.325in" id="Picture_x0020_8" src="cid:image001.png@01DC015F.EEA146E0" alt="Greenberg Traurig Logo"></span><o:p></o:p></p>
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<p class="MsoNormal"><span style="font-size:11.0pt"><o:p> </o:p></span></p>
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<p class="MsoNormal"><b><span style="font-size:11.0pt;font-family:"Calibri",sans-serif;mso-ligatures:none">From:</span></b><span style="font-size:11.0pt;font-family:"Calibri",sans-serif;mso-ligatures:none"> E-trademarks <e-trademarks-bounces@oppedahl-lists.com>
<b>On Behalf Of </b>doug--- via E-trademarks<br>
<b>Sent:</b> Wednesday, July 30, 2025 2:24 PM<br>
<b>To:</b> 'For trademark practitioners. This is not for laypersons to seek legal advice.' <e-trademarks@oppedahl-lists.com><br>
<b>Cc:</b> doug@giga.law<br>
<b>Subject:</b> [E-trademarks] Keyword advertising/trademark issue<o:p></o:p></span></p>
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<p class="MsoNormal"><o:p> </o:p></p>
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<p class="MsoNormal" style="margin-bottom:12.0pt"><b><span style="color:#0E0E3F;mso-ligatures:none">*EXTERNAL TO GT*</span></b><span style="mso-ligatures:none"><o:p></o:p></span></p>
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<p class="MsoNormal"><span style="font-size:11.0pt">Hypothetical: A Google search for \u201cAtlanta convertible\u201d returns a paid search result for a company (\u201cAtlantic Cars\u201d) that sells convertibles.<o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-size:11.0pt"><o:p> </o:p></span></p>
<p class="MsoNormal"><span style="font-size:11.0pt">A competitor, known simply as \u201cAtlanta,\u201d which owns a trademark registration for the word \u201cAtlanta,\u201d claims that this search result shows Atlantic Cars is bidding on/purchasing its \u201cAtlanta\u201d trademark on Google.
In reality, Atlantic Cars is not doing so. Instead, Atlantic Cars is simply bidding on/purchasing based on the word \u201cconvertible.\u201d And the paid Google search result for Atlantic Cars has appeared because the search included the word \u201cconvertible,\u201d not because
it included the trademark \u201cAtlanta.\u201d<o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-size:11.0pt"><o:p> </o:p></span></p>
<p class="MsoNormal"><span style="font-size:11.0pt">My questions:<o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-size:11.0pt"><o:p> </o:p></span></p>
<p class="MsoNormal"><span style="font-size:11.0pt">(1) Is my explanation of what has occurred (possibly) accurate?<o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-size:11.0pt"><o:p> </o:p></span></p>
<p class="MsoNormal"><span style="font-size:11.0pt">(2) Can anyone provide links to Google articles or other reputable posts that explain this scenario?<o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-size:11.0pt"><o:p> </o:p></span></p>
<p class="MsoNormal"><b><span style="mso-ligatures:none">Douglas M. Isenberg</span></b><span style="mso-ligatures:none"> |
<b><span style="color:#B95725">The GigaLaw Firm</span></b><o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-size:10.0pt;mso-ligatures:none">Attorney at Law<o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-size:10.0pt;mso-ligatures:none">Phone: 1-404-348-0368<o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-size:10.0pt;mso-ligatures:none">Email: <a href="mailto:Doug@Giga.Law">
<span style="color:#0563C1">Doug@Giga.Law</span></a><o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-size:10.0pt;mso-ligatures:none">Web: <a href="https://urldefense.com/v3/__http:/www.giga.law/__;!!DUT_TFPxUQ!Hx5mimzp1FGmRiDMQ0NHENp1Znjf5ys7an3gCKnxDyuPLaSxkNmpmn5TTwmySPcQBVXWqIg5AiHNVXwvUrsagttsflK9WW5Y$">
<span style="color:#0563C1">www.Giga.Law</span></a><o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-size:10.0pt;mso-ligatures:none">LinkedIn: <a href="https://urldefense.com/v3/__http:/www.linkedin.com/in/dougisenberg__;!!DUT_TFPxUQ!Hx5mimzp1FGmRiDMQ0NHENp1Znjf5ys7an3gCKnxDyuPLaSxkNmpmn5TTwmySPcQBVXWqIg5AiHNVXwvUrsagttsfvALcMzq$">
<span style="color:#0563C1">www.linkedin.com/in/dougisenberg</span></a> </span><span style="font-size:11.0pt;mso-ligatures:none"><o:p></o:p></span></p>
<p class="MsoNormal"><o:p> </o:p></p>
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