However the above example Dennis is not exactly accurate. For example many companies use broad match for the term “hotels & resort” and a search for “Marriott hotels & resorts” will display those advertisers with broad matches for “hotels & resort”.

But if one does a search for just “Marriott” or just “renaissance” I could not see any competitor bidding in Google. ?

It’s pretty easy for Marriott or anyone else to protect their trademarks. For the brand name ‘oodles’ we have trademarks around the world. (noting we have a trademark in the US and oodle inc doesn’t! given their application was ruled “deceptively similar to oodles”) errr i digress..

So whenever a competitor had squatter on our brand name only (not broad match) we have contacted Google’s Advertising Legal Support Team, and the offending ad was quickly removed. But first we needed to register all our trademark numbers http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=6118

• Trademark 5
• Trademark: oodles
• Country: United Kingdom
• Word/Design: Word
• Registered? Yes
• Application or Registration Number: 2391580