![]() I wouldn’t necessarily recommend bidding on a competitor's core name unless there’s a truly compelling reason to do so. You must be purposeful with your copy and ensure you’re touting benefits rather than features. Competitor brand terms inherently have high CPCs, often higher than your normal non-branded terms just as with brand. Bidding on competitor brand names is a viable strategy to conquest, but keep user intent in mind as you develop your campaigns. Simply bidding on a competitor's brand name only, and sending them to a general page on your site likely won’t work.Īaron Levy of Tinuity also shares his thoughts: Another could be sending them to an analyst report that compares both companies, or a page that highlights user reviews for each company. If you are bidding on ‘competitor name’ + modifiers like ‘alternatives, pricing, etc.’ and have the ad copy and a landing page that matches the intent, you can see excellent results.Īn example would be sending users to a page that compares your brand’s prices to another brand’s prices. ![]() Max Serrato, PPC Specialist at Directive, answers the question further: Consider the example above - the Moovweb and Bolt ads likely made people at least reconsider their decision to choose BigCommerce. So, even if the user clicks the competitor ad they were initially searching for, the other bidding companies still earn some all-important brand awareness. Is competitor targeting effective?Īdvertisers using the strategy aren’t paying unless they drive a click or gain a substantial amount of impressions. They want to steal potential traffic and leads from the well-established, competing company for as little cost as possible. Simple - they want their name in front of people already brand-aware of BigCommerce. Why are those other two brands bidding on their competitors’ keywords? And on a branded search, nonetheless? Either way, their potential customers are likely to notice your ads too.įor example, with a branded search for BigCommerce - one of the world’s top ecommerce platforms - we see that two other similar companies, Moovweb and Bolt, are bidding on that brand name: ![]() This can be done directly, by bidding on competitor brand names as keywords - or indirectly, by using broad or phrase match keywords (without adding your competitor names as negative keywords). ![]() In PPC campaigns, competitor targeting refers to bidding on competitor keywords to reach people searching for alternative brands. So rather than blindly jumping into competitor targeting, let’s first take a look at what it is, the pros and cons, and some examples to help you decide whether or not you should bid on competitor keywords. After all, if someone is looking for your direct competitor’s products or services, they’re likely interested in yours, too.īut, if you’re not careful, you could end up worse off than you started, with a low CTR, a worse Quality Score, and more expensive ads. 3 Examples of competitor targeted keywordsīidding on competitor keywords has become common practice for PPC advertisers because when done correctly, it can significantly increase brand awareness, traffic, and even customer acquisition. ![]()
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