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In a ruling on Monday, Google won a victory allowing them to continue to display rival competitor ads when trademark keywords are searched for. For example, through AdWords Pepsi can set up bids so that their ad displays when someone enters a search for "Coca-Cola.”

I often run across prospects and clients who are reluctant to increase their advertising budgets with Google AdWords when their daily max spend frequently gets exhausted. This brings up an interesting discussion, and I will offer an alternative perspective.

One of the things I love the most about what we do at Finch is getting exposed to a lot of different businesses and learning how they look at the value creation metrics. In order to do what we do, knowing their objectives and goals is key.