Last updatedJun 5, 2020

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Google Ads and Microsoft Bing trademark policy

This page describes the Atlassian Google Ads and Microsoft Bing trademark policy. If you need a refresher, see the list of terminology at the end of this page.

Bidding on Atlassian marks as keywords in Google Ads and Microsoft Bing campaigns

Atlassian partners (Solution Partners, Marketplace Partners, Global Alliance Partners, and Platform Partners) are not allowed to bid on Atlassian marks in any of the following match types within their Google Ads and Microsoft Bing campaigns:

  • exact
  • phrase
  • broad
  • broad modifier

Atlassian partners need to turn on negative match for Atlassian marks in exact match types to avoid of being flagged for a policy violation.

Atlassian partners are authorized to bid on phrases that include additional text in addition to the Atlassian marks within their paid search campaigns in the following match types:

  • exact
  • phrase

Example adaptation to Atlassian marks:

  • Atlassian partner
  • Jira services
  • Acmeco app for Confluence

What actions need to be taken?

Please take a look at the following two areas and implement the actions accordingly.

First action - keyword review & removal: Please review your keyword lists in Google Ads and Microsoft Bing and make sure to remove any of the following keyword's match types in the form of exact, phrase, broad or broad modifier from your Google Ads and Microsoft Bing campaigns.

Atlassian marks

  • Atlassian
  • Atlassian Bamboo
  • Atlassian Bitbucket
  • Atlassian Bonfire
  • Atlassian Clover
  • Atlassian Confluence
  • Atlassian Crowd
  • Atlassian Crucible
  • Atlassian Jira
  • Atlassian Jira Service Desk
  • Atlassian Marketplace
  • Atlassian ondemand
  • Atlassian Trello
  • Atlassian Stash
  • Bamboo
  • Bitbucket
  • Clover
  • Confluence
  • Confluence questions
  • Crowd
  • Crucible
  • Fisheye
  • GreenHopper
  • Hipchat
  • Jira
  • Jira Agile
  • Jira Align
  • Jira Core
  • Jira Ops
  • Jira Service Desk
  • Jira Software
  • Jira Studio
  • Sourcetree
  • Stash
  • Opsgenie
  • Trello

Second action - add negative keywords: To reduce the risk of your account getting flagged, please add the above keywords to the negative keyword list in exact match type for all your active accounts in Google Ads and Microsoft to prevent ads from showing when people search for the above terms.

The above two actions apply to all trademarks, trade names, and service marks owned or used by Atlassian, including any marks and names used or adopted by Atlassian in the future.

What does this mean for Atlassian partners?

You may continue bidding on any keywords not appearing in the Atlassian marks list above such as "Jira services" or "Atlassian partners" in exact or phrase match types. The best option would be to bid on "Jira services" or "Atlassian partners" in the exact form only to avoid being flagged. If you choose to bid on these terms in phrase match type, please ensure you add the Atlassian marks list above to your accounts negative keywords list in exact match type. If you do not negative match, and your ads are found on Google or Bing search results pages for any of the Atlassian marks keywords e.g. "Jira", your ad will be flagged as a violation. A violation notice will be sent to you via Atlassian and you will have one week to correct or risk being removed from our trademark whitelist.

What does this mean for Marketplace Partners?

We understand some Marketplace apps that you've created for the Atlassian products include Atlassian marks. You may continue bidding on your full app name, for example, "AcmePlugin for Jira" in exact or phrase match types. The best option would be to bid on "AcmePlugin for Jira" in the exact form only to avoid being flagged. If you choose to bid on these terms in phrase match type, please ensure you add the Atlassian marks list above to your accounts negative keywords list in exact match type. If you do not negative match, and your ads are found to appear on Google or Bing search results pages for any of the Atlassian marks terms e.g. "Jira", your account will be flagged as a violation. A violation notice will be sent to you via Atlassian and you will have one week to correct or risk being removed from our trademark whitelist.

Including Atlassian marks in Google Ads an Microsoft Bing ad copy

Modification to whitelist process

If you are already on the Atlassian whitelist for Google Ads, you do not need to take any action to be added again. However, you are still subject to the new policy for bidding on Atlassian marks in Google Ads and Microsoft Bing campaigns.

New partners can request to be added to the whitelist here. The purpose of this is to ensure all keywords are compliant with our policies. After reviewing if the keyword list is verified, we will proceed to add you to our trademark whitelist.

General reminder of Atlassian trademark usage and messaging

It's okay to use Atlassian's product names, logos and Atlassian marks in your own software product or company naming, however, it must be clear that your product is a third-party tool, not an Atlassian-generated tool. For example: "Acme plugin for Jira" is okay, whereas "Jira plugin for Acme" is not. The former connotes a 3rd party plugin for Jira, the latter connotes an Atlassian-developed tool. For more details, visit our Trademark Guidelines page.

Click here for more information about Google Ads ad formats

Process for policy violations

After the effictive date, partners found to be in violation of the terms of the Atlassian marks keywords policy by appearing on search results pages for any of the keywords listed above will be flagged. For those partners whose ads are flagged, you will receive an email reminding you of the Atlassian Marks Keywords policy. Communications will be sent from Atlassian to the primary contact on file for the partner or Marketplace partner company. If the flagged account continues to be in violation one week after Atlassian had sent you a notice, Atlassian will remove you from our trademark whitelist. If Atlassian sees a pattern of repeat offenses to the policy, you will also be removed from our trademark whitelist.

Terminology

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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