Google keyword switch will cost travel brands millions

Last week Google announced changes to its Pay-Per-Click policy, which for the first time allow any company to buy keywords associated with a rival’s brand name. Big travel brands can expect to see a significant increase in their digital marketing spend, while smaller companies, such as online travel agencies and meta search engines find a new distribution stream opening up.  What effect will this sudden Google policy change have on travel companies employing the PPC  marketing method?

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