Ethics and Google Adwords :)

Hey guys,

I've a question for you. It's more so based around the whole ethics of adwords and landing page quality etc.

I'll get to the point. Say I have a brand and it's called ASD.

Assume I want to sell [ASD mobile phones] online, and I do my keyword research and see that [Nokia mobile phones] are the most popular keywords of all the mobile phone brands. So I want people to know about my [ASD mobile phones] yet nobody knows what the hell ASD is since it's a new brand and I'm solely using online marketing as my medium.

Ethically speaking, if you target the keyword [Nokia Mobile Phones] and link to a page where you are selling [ASD Mobile Phones] and offered a comparison page showing why ASD is comparable or more favorable than the Nokia brand, is this ethically acceptable ?

And in your opinion, is it possible to win conversions using this sort of comparable, upselling style "My product is better than this product and here is why" tactic ?

If the above is too confusing, just assume you are selling an unknown product and you know it's better than a popular product, can you piggyback on the popular product because you know your one is technically better etc. It's aggressive advertising I suppose but if you know your product is better than the branded, known one, then is it really a bold thing to do ?

mneylon

Ethics have nothing to do with it
If you bid on the keyword "Nokia" it's TM infringement
Google may not take action, but Nokia could

There is a concept of "fair use", but if you're trying to use a well known brand to market a smaller one then it could easily be seen as "passing off"