This document discusses trademarks in Google AdWords. It explains that advertisers can bid on keywords to have their ads appear in search results. While the highest bidder does not always get the top ranking, some trademark owners argue this is an improper attempt to profit from their goodwill. The document reviews some court cases related to this issue, with courts generally ruling that using trademarks as keywords does not necessarily violate trademark law if the marks do not appear in the ads themselves and their use can be considered fair.