The rules a brand sets for publishers in its affiliate programme: what they may promote, where, with which codes, and what follows if not.
Every affiliate programme has terms. Publishers accept them when they join, and the network holds them. They usually cover which kinds of publisher are welcome, what commission is paid and when it can be declined, which codes a publisher may use, and the paid-search clauses: brand bidding, negative keywords, direct linking, and the brand's web address and names in ad text.
Two words carry the paid-search clause. “Bid on” covers the keywords a publisher chooses. “Appear on” also covers every search Google matches them to, close variants included. Terms that say only “bid on” leave a publisher whose broad match keyword reaches your name within the letter of them.
- Google's Unfair advantage policy lists affiliates who advertise against their programme's rules, so clear terms count with Google too.
- Google's Trademarks policy doesn't restrict keywords, so your terms do work a trade mark complaint can't.
- Terms only reach a publisher who has them. When they change, ask your network how the change reaches everyone, sub-networks' members included.
The guide to paid-search rules for affiliates goes clause by clause.
Google's own help and policy pages first.