Google is to allow AdWords users in the UK, Canada and Ireland to incorporate logos from third party brands in their ads.

Writing on the pay per click marketing service’s official blog, product manager Dan Stokeley said that from September 14th, companies will be able to include trademarks in their ad text even if they do not own it or have explicit approval to use it.

The move is an extension of an existing US policy, which has helped advertisers by allowing resellers of goods or firms marketing replacement or compatible parts to highlight the specific brands they stock, he added.

In turn, this has made ads more useful and relevant for users.

Separately, Mr Stokely announced that AdWords users across Europe will be allowed to select trademarks as keywords from September 14th.

He said Google’s goal is to provide users with as much information as possible.

“We believe that these changes to the ad text policy in Canada, the UK and Ireland and our keyword policy change across Europe fits perfectly with this aim,” the expert added.

In related news, AdWords has introduced a new feature for brands targeting consumers who access the internet from their phone.

New location extensions allow these brands to include a store location and clickable contact number in their ads, which are displayed on an expandable map.

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