SEJ Shares Tips For Running Competitor Campaigns In Paid Search
Monitoring competitor campaigns in paid search reveals their keyword strategies, ad messaging, and positioning. This insight helps businesses refine their own campaigns to stay competitive and capture more market share.
Search Engine Journal contributor Tim Jensen has published an article featuring useful tips for running competitor campaigns in paid search.
He says, “Google and Microsoft allow you to bid on your competitor’s name within keywords (and this right has even been tested in the courts here and here.), but you cannot directly mention a trademarked brand name (that you don’t have the rights to use) in ad copy.
In addition, even if you don’t include their name, you should not write your ad copy in a way that a user thinks they may be going to your competitor’s site instead of yours.
For instance, you might use the headline “Official Site” (without mentioning whose official site you’re pointing to). When a user sees that in conjunction with having searched for the competitor’s name, they may naturally think they’re going to that company’s site.
Finally, the landing page should also clearly feature your brand’s name and logo in order to avoid deception.”
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