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willcritchlow :- I had a call from my Google contact this morning, so i had to tell someone. It was meant to be a secret until tomorrow but NMA published it.
I completely agree with you rishilakhani, we will have to carefully monitor the impact. However it will make it easy for PPC agencies to answer the age old question of "why should i bid on brand?"
CTR will also decrease and the "dodgy" affiliates will appear to take advantage of the low CPC/high volume traffic. Affiliate Networks will have to build a more robust technology to track and enforce their client's trademark policies.
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Story: Google performs U-turn on gambling terms in the UK