• TechCrunch, Thursday, September 6, 2007 12:45 PM

Using a competitor's brand name in your paid search headline or ad copy can be tricky -- after all, it's partly why companies like American Blinds & Wallpaper have gone after Google for copyright infringement.

But when done well, the practice can draw traffic, increase sales and even score press attention. Case in point, Nokia -- who used the word iPhone in an ad aimed at early adopters who might be miffed that Apple recently dropped the price of its much-hyped phone.

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