Even though Google did not offer keyword-level protection in the past, hotels could submit infringement complaints, preventing resellers from using the hotel brand in the ad titles and text in the EU and EFTA regions. Protecting your hotel brands at ad-level was not as effective as blocking OTAs from using your trademark terms completely. But ad-level brand protection played an important role in the average CPC hotels had to invest in order to overbid resellers. By preventing the use of your hotel name in Booking.com’s ads, for example, you were affecting the quality of the OTA’s ads, forcing it to increase its bid to maintain its SERP ranking. For the hotels, this meant lower CPCs, higher quality scores and better SERP visibility. Get the full story at Tnooz