Google is confronting yet another trademark-infringement lawsuit resulting from its keyword bidding policies, writes MediaPost. CNG Financial Corp. late last month filed suit against Google in federal court in Ohio, complaining that Google allows competitors to bid for sponsored links for queries on the trademarked name "Check N Go." The complaint is similar to the suit against Google and Yahoo by insurance company Geico.

Google essentially came out on top in that case, with the judge ruling that using trademarks as search keyword phrases that trigger ads does not run afoul of trademark laws. However, the judge did rule that sponsored ads that included the word "Geico" in the headline or text of the copy were violations of Geico's trademark; Google and Geico subsequently settled that portion of the suit.