This page outlines Atlassian's trademark policy for partners, which includes Solution Partners, Marketplace Partners, Global Alliance Partners, and Platform Partners. For a review of Google Ads terminology or if you have any questions, please refer to the terminology list and FAQ section located at the bottom of this page.
Policy effective date
This policy is effective immediately.
Atlassian partners are not allowed to bid on Atlassian trademarks as keywords in any of the following match types within their paid search account:
Atlassian partners are able to bid on keywords which include additional text in addition to the Atlassian trademarks in the following match types:
Below are examples of adaptations of Atlassian trademarks as keywords:
Please review the following two requirements and take the necessary actions.
Please conduct a thorough review of your keyword lists within Google Ads platform and remove any keywords from the list below from all available match types (Exact, Phrase, and Broad match), if applicable.
To minimize the risk of your account being flagged, include all trademarks listed above as exact match negative keywords in your campaigns. The best way to accomplish this is by creating a negative keyword list that's then applied across all campaigns.
These guidelines apply to all trademarks, trade names, and service marks owned or used by Atlassian, including any marks and names utilized or adopted by Atlassian in the future. Atlassian reserves the right to include or exclude trademarks from this policy as necessary.
You may keep bidding on most keywords, except for the Atlassian trademarks listed above. To avoid any issues, make sure to add the Atlassian trademarks to your accounts' negative keywords list in exact match type. Otherwise, your ads might unintentionally appear on these restricted search terms, prompting a response from our team and potentially leading to removal from Google's whitelist.
We acknowledge that some of the Marketplace apps you've developed for Atlassian products may contain elements of Atlassian trademarks. You are permitted to bid on keywords for your full app name, such as "AcmePlugin for Jira" in exact or phrase match types. However, we'd advise to restrict it to exact match to prevent any potential violations. If you opt to include phrase match type, please ensure that you add the Atlassian trademarks to your accounts' negative keywords list in exact match type. Failure to apply this negative list may result in your account being flagged for violation. A violation notice will be issued, and you will be required to rectify the violation or face potential removal from our trademark whitelist.
Atlassian no longer needs to authorize Atlassian partners to use our trademarks due to changes in Google Trademark Policy regarding authorizing trademarks. As a result, our service desk is currently inactive.
Solution and Marketplace Partners can now utilize Atlassian trademarks in their Google Ads campaigns, provided that advertisers refrain from the following:
Using the trademark in an ad from a direct competitor
Using the trademark in a confusing, deceptive, or misleading way
If the advertiser’s ads are restricted and comply with Google’s Trademark Policy, submit an appeal through your respective Google Ads account.
For more information about the updated Google Trademark Policy, visit this link.
Atlassian partners appearing in sponsored search results for any trademark-owned terms by Atlassian will be deemed in breach of these policies. The primary contact on record will be notified of violation via email, which will also include a reminder of the terms set forth in this policy. Should the advertiser account persist in violating our policy, we reserve the right to revoke their inclusion in our trademark whitelist. Atlassian maintains the authority to exclude repeat offenders.
Keyword(s): An informative word used in Google Ads bidding to match ads with what (potential) customers are looking for. Read more on how to add and remove keywords from your Google Ads account.
Campaign: A Google Ads campaign is an ad campaign within a Google Ads account. A Google Ads campaign is usually composed of several ad groups. Each ad group serves different ad texts based on the type of keyword a user may type into Google's search engine.
Ad Group: An ad group contains one or more ads which target a shared set of keywords. You set a bid, or price, to be used when an ad group's keywords trigger an ad to appear.This is called a cost-per-click (CPC) bid. You can also set prices for individual keywords within the ad group.
Display URL: The webpage address that appears with your ad, typically shown in green text. Learn more
Final URL: The URL address of the page in your website that people reach when they click your ad. Learn more
See the Google Ads glossary for a complete list of definitions and explanations of these terms.
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