From my original post for this forum I have had a reply from the Google lead for editorial. I have included it after my original posting text:
I love the fact you can launch a campaign on Adwords immediately and get instant traffic but some companies abuse this to the max. Check out the search for 'contractors' on Google. You see no less than 5 results for servicemagic.com.
Google search for 'contractors'
What do you do when you see this kind of abuse. I sent a message to my sales rep at Google but are there other steps I can take?
I understand your suspicion with regard to the ad results for the search phrase 'contractors,' as this query yields multiple ads for www.servicemagic.com. In the following email I'd like to explain why several ServiceMagic ads are displayed, and why this is acceptable per our existing Editorial Guidelines.
Currently, we allow affiliates to place AdWords ads; however, we require that all affiliates clearly identify affiliate status in their ad text. Our AdWords Specialists enforce this guideline in order to maintain clear, descriptive ad text that helps our users understand the nature of each site and business.
On the query in question, each ad for www.servicemagic.com includes the required identifying terms, such as "affilate" or "aff." The ad without this identifier is www.servicemagic.com advertising itself. All other ads have been placed by independent advertisers. In order to maintain fairness for our advertisers and consistency for our users, all Google AdWords ads must follow the Editorial Guidelines. Since this situation meets our guidelines, we are not able to remove any of the ads at this time.
I don't consider this of the highest relevancy for visitors but at least they replied with a consistent and clear answer.
Barbara 'webmama' Coll