[E-trademarks] Keyword advertising/trademark issue

[trachtenbergm at gtlaw.com]

Doug,

This is possible.  Atlantic Cars could be bidding on “convertible” using exact match or could be bidding on something related to convertible like “cars” with broad match or exact match.  See https://support.google.com/google-ads/answer/7478529

Marc H. Trachtenberg
Shareholder
Chair, Internet, Domain Name, e-Commerce and Social Media Practice
Greenberg Traurig, LLP
360 North Green Street | Suite 1300 | Chicago, IL 60607
T +1 312.456.1020
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From: E-trademarks <e-trademarks-bounces at oppedahl-lists.com> On Behalf Of doug--- via E-trademarks
Sent: Wednesday, July 30, 2025 2:24 PM
To: 'For trademark practitioners. This is not for laypersons to seek legal advice.' <e-trademarks at oppedahl-lists.com>
Cc: doug at giga.law
Subject: [E-trademarks] Keyword advertising/trademark issue

*EXTERNAL TO GT*
Hypothetical: A Google search for “Atlanta convertible” returns a paid search result for a company (“Atlantic Cars”) that sells convertibles.

A competitor, known simply as “Atlanta,” which owns a trademark registration for the word “Atlanta,” claims that this search result shows Atlantic Cars is bidding on/purchasing its “Atlanta” trademark on Google.  In reality, Atlantic Cars is not doing so.  Instead, Atlantic Cars is simply bidding on/purchasing based on the word “convertible.”  And the paid Google search result for Atlantic Cars has appeared because the search included the word “convertible,” not because it included the trademark “Atlanta.”

My questions:

(1) Is my explanation of what has occurred (possibly) accurate?

(2) Can anyone provide links to Google articles or other reputable posts that explain this scenario?

Douglas M. Isenberg | The GigaLaw Firm
Attorney at Law
Phone: 1-404-348-0368
Email: Doug at Giga.Law<mailto:Doug at Giga.Law>
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