Google Angers Advertisers

Advertisers angry with Google because companies using brand names in their ad copy:

Excerpt:

As Google Inc. pushes to sell ads crucial to its revenue growth, some of its largest advertisers are growing angry with the way the company oversees its sponsored searches.

The problem is a tactic known as "piggybacking," in which smaller advertisers use major players' brand names, slogans or other trademarked words in the text of search ads to lure Web surfers to their own sites.

[...]

For large companies, the frustration comes when their names and other well-known phrases are used in the text of a search ad leading to an unrelated site. A recent Google search using the words "Marriott Atlanta," for instance, brought up an advertiser-paid link labeled "Marriott Atlanta." That led to [hoteltravel.com], a discount hotel-reservations site. But a link on the site for a Marriott hotel room in Atlanta ultimately led to an error page. Marriott says the site isn't authorized to use the Marriott name in its online text.