Marketers need to pay more attention to the keywords they use in PPC campaigns because some don't realize how many trademark names actually end up in ads, according to George Michie. He calls
these trademarks "ticking time bombs" that could ruin PPC campaigns. As an example, he provides an eight-sentence paragraph that includes 15 trademarks often used.
The problem is that a computer program often generates the list of keywords. Paid search managers may generate tens of thousands, perhaps millions, of keywords for search engines. This is done without a lawyer or any human looking at the text before it goes live. Michie writes that there are more than 800,000 active trademarks in the U.S., and many are not obvious.