Marketing Blog

Why You Should Use Service Marks or Trademarks In Your Ad Copy


What Is A Registered Symbol

The registered trademark logo ® is a symbol indicating that the preceding term or symbol is a trademark or service mark registered with a regional trademark office. It is important to note that, in some countries, using the ® registered trademark logo for a trademark that is not officially registered is illegal.

What the difference is between trademarks and service marks?

You’ve most likely seen that little ™ and ℠ symbol on logos or business names and you’ve probably wondered what the heck they mean.

What Is A Trademark?

A trademark identifies a business’s products. Trademarks can include any words, names, signs or devices used or intended for identifying and distinguishing the products of an organization from others. For example, a product that cleans shoes might have “shoesbrite ™” as its trademark.

Trademarks that are not officially registered can be identified with the ™ trademark logo, whereas service marks that are not registered are marked with the ℠ mark. To use these symbols the correct way, ensure that they follow your business name immediately; the symbol is usually super-scripted, but this is not needed legally.

What Is A Service Mark?

Technically there’s no real difference between a Trademark and a Service Mark—they’re both trademarks. However, a service mark applies to trademarks that are used for services, whereas a trademark is used for products.

Service marks are trademarks. You can use the words interchangeably. The subtle difference is, if you use a trademark, it doesn’t mean that you only sell products, the trademark symbol denotes that you may be selling services too. However, beware that if you use a service mark, it implies that you’re selling a service NOT a product. Therefore, it is crucial that you do your due diligence to figure out which symbol is appropriate for your business. If you’re not sure whether you should use the ™, or ℠ you can always just default to using the ™ symbol.

Why Should You Use Marks in Your Ad Copy

Now for the heart of this post. What role do these symbols play in your ad copy? When creating ads in a competitive industry, it can be difficult to stand out. Adding trademarks to your Business Name has been shown to improve your click-through rate because it instills confidence in consumers that you are a professional business. When writing ad copy, the more valuable information you can provide the better. Trademarks or Registered symbols can be utilized as a strong visual cue that distinguishes your ad from the plethora of ads on the search engine results page.

Trademarks lend To Your Legitimacy

Provided that your ad messaging has a strong selling point. Adding a registered symbol lends to your social proof. It’s proof that your business is legit and has been registered with a national trademark office.

A registered symbol with a strong value proposition is a potent combination.


You already know that this ad is being shown to people who are searching for what you sell. They’re educated on your product features and benefits. You must signal to your audience that you are the most legitimate business in the SERPS. It’s mind-boggling to think that this small addition to your ad copy can improve CTR. It’s one of the lesser-known PPC hacks. I encourage you to experiment with it and split test your ads.


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