PPC Competitor Targeting Strategies for Brand Bidding

Competitor Brand Bidding 

Competitor brand bidding is a paid search PPC tactic and advertising strategy where businesses bid on their competitors’ brand names or related keywords to capture high-intent traffic from users actively seeking alternatives. This tactic, often referred to as competitive SERP conquesting, is a bold yet effective way to position your brand as a superior option in the marketplace. Effectively trying to control the personal space of the brand attack. In this space, we look at some options for targeting brands, but limited exposure and risk reduction when using this strategy and a PPC Guerilla marketing tactic. 

When users search for a competitor’s name, they’re typically close to deciding. By strategically targeting these searches, your business can intercept potential customers at a critical moment, introduce them to your offerings, and potentially sway them to choose your product or service instead.

When to Use Competitor Brand Bidding

Competitor brand bidding is most effective when:

• Your product or service offers clear advantages over competitors (e.g., lower costs, innovative features, better reviews).
• Competitors are aggressively bidding on your brand keywords, and you need to level the playing field.
• You operate in a highly competitive industry where users frequently compare options before making a decision.
• Your competitors are well-known, making their brand keywords valuable sources of traffic.

1. a. Keyword Targeting

   • Competitor Brand Keywords: Directly bid on competitor brand names. Ensure ad copy is not just generic but explicitly highlights unique selling points (USPs) like better pricing, faster delivery, exclusive offers, or customer reviews. Keep ad compliance in check to avoid trademark violations.
   • Alternative Search Terms: Go beyond just bidding on competitor names. Target terms like “alternative to [competitor],” “cheaper than [competitor],” or “best [industry solution]” to intercept users who are exploring options.

   b. Competitive Conquesting with Display Ads

   • Use remarketing audiences to target users who have visited competitor sites (via Google Display Network or programmatic platforms). Ensure ads reinforce your brand’s strengths and address potential pain points users might have with competitors.
   • Leverage contextual targeting by placing ads on competitor-related content, review websites, or comparison blogs, positioning yourself as a smarter choice.

   c. Auction Insights Analysis

   • Use Google Ads’ Auction Insights to understand how competitors are overlapping with your campaigns. Analyse impression share, position, and overlap rate to see where they’re outspending you.
   • If a competitor is dominant in a specific category or region, focus your efforts on differentiating in messaging or targeting underserved areas.

   d. LinkedIn Ads for B2B

   • Identify professionals associated with competitor businesses using LinkedIn targeting. Use tailored ad messaging like, “Switch to [Your Brand] and get X% better results.”
   • Create content specifically for competitor customers, like whitepapers or comparison guides, to highlight why switching is beneficial.

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   2. Brand Defense Strategies

   a. Protecting Your Brand Keywords

   • Bid on your brand terms to maintain visibility, even if you’re organically ranking first. Competitors can still cannibalise your clicks.
   • Use ad extensions to dominate the search page. Include site links (to offers, testimonials, FAQs), callouts, structured snippets, and promotion extensions to increase real estate.

   b. Negative Keyword Lists for Brand Defense

   • Build a comprehensive negative keyword list for phrases that might harm your brand’s reputation, such as “complaints about [brand]” or “[brand] problems.”
   • Regularly review the Search Query Report to identify and block irrelevant or harmful queries appearing alongside your ads.

   c. Enhanced Ad Copy

   • Tailor ad copy to reassure potential customers: “Official Site,” “100% Authentic,” or “Award-Winning Service.” Highlight exclusive benefits like free shipping, warranty, or customer support.
   • Include dynamic keyword insertion (DKI) to make ads more relevant to user searches while protecting your branding.

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   3. IP Blocking

   a. Identify Competitor Clicks

   • Monitor IPs with unusually high click-through rates but no conversions. Competitors may click on your ads to deplete your budget or gather intel.
   • Use the Google Ads IP exclusion tool to block these IPs. Set a schedule to review and update your exclusion list monthly.

   b. Third-Party Tools

   • Use tools like ClickCease, ClickGUARD, or PPC Protect to automate fraud detection. These tools can block bots, suspicious users, or repeat IP addresses that engage in click fraud.
   • These platforms also provide detailed reports to uncover patterns in fraudulent behaviour, helping you refine your campaigns.

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   4. Location Blocking

   a. Geographic Campaign Optimisation

   • Use geotargeting to focus campaigns on high-performing locations and exclude competitor-heavy regions, such as their headquarter cities.
   • Refine geotargeting based on customer demographics. For instance, block regions where your offering may not be as competitive or relevant.

   b. Protect Events or Pop-ups

   • If running event-specific campaigns (e.g., for Sealcove), identify key competitor venues or events and block those specific geolocations. This prevents accidental clicks from competitor staff or interested parties spying on your ads.
   • Combine location exclusions with dayparting to focus on times when competitor offices are less likely to monitor your campaigns.

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   5. Advanced Tactics

   a. Custom Audiences for Competitor Targeting

   • Use remarketing lists for users who browsed competitor-related terms or competitor landing pages but didn’t convert on your site. Serve dynamic ads showing why your brand is the better choice.
   • Build custom intent audiences in Google Ads by targeting users searching for competitor terms and related keywords, ensuring your ads appear at the right moment.

   b. Competitor Ad Monitoring

   • Tools like SpyFu, SEMrush, or Adbeat help track competitor ad strategies, from ad copy and creatives to budgets and keywords. Regular monitoring can help identify new opportunities or alert you to shifts in their strategy.
   • Use this data to A/B test new ad creative ideas inspired by competitor successes.

   c. Keyword Cannibalisation Prevention

   • Keep brand and non-brand campaigns separate by using precise match types and implementing negative keywords. For example, prevent generic terms like “cheap [product]” from showing your branded ad.
   • Regularly audit your Search Query Reports to fine-tune keyword overlap and prevent wasting ad spend.

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   Summary

   To effectively target competitors and protect your brand:

   • Be proactive by bidding on competitor terms and enhancing your own brand visibility.
   • Use advanced tools like IP blocking, custom intent audiences, and fraud detection software to safeguard campaigns.
   • Refine strategies through auction insights, geographic exclusions, and competitor monitoring.

   These strategies ensure you’re not only defending your brand from competitors but also actively taking market share by positioning your business as the superior choice.

Tom Sangers combines a passion for digital marketing with a sharp focus on results, making Metric Hub a top choice for businesses aiming to elevate their online presence. His expertise in PPC has been pivotal in transforming ambitious goals into tangible outcomes.

T.